Patagonia has appointed Nina Hajikhanian as its new general manager for the EMEA (Europe, Middle East and Africa) region.
Hajikhanian joined the U.S. outdoor brand's EMEA management team in 2019 and most recently, she was responsible for e-commerce, retail and costumer service as director of direct-to-consumer.
Patagonia's growing business in the EMEA region, which now includes more than 300 employees and twelve retail stores, will be managed by Hajikhanian from Amsterdam, the company's EMEA headquarters.
In her new role, she will continue the commitment to which the brand subscribes, foster collaborations with communities in the areas of sports and environmental protection, and bring Patagonia's mission to life “We're in business to save our home planet”.
Nina Hajikhanian reports to Bruce Old, head of global business operations.
“Patagonia is celebrating 50 years of responsible business in 2023. The central question we ask ourselves is, 'What's next?' We are determined to use all the resources at our disposal to save our home planet, and our actions and actions in the EMEA region will be critical to that commitment. In Nina, we have found a dynamic leader who is deeply connected to the brand and can unite our internal and external communities behind our vision,” Bruce Old, said commenting on Hajikhanian's new role.
"As someone who is most comfortable in nature and passionate about building a responsible and inclusive outdoor industry, I am honored to take on this role. From our work to designate the Vjosa as Europe's first wild river national park, to our upcoming marine conservation campaign and product activism, to changing our corporate structure to make Earth our sole shareholder, the opportunity to expand our impact has never been greater,” said Nina Hajikhanian.
Born in Iran, Hajikhanian grew up in Austria and is passionate about sports including ski touring, surfing, kite surfing, mountain biking, yoga, rock climbing and hiking, and about exploring wild places around the world.
After completing her MBA at the University of Western Australia, Hajikhanian worked in various countries including Spain, Singapore, Hong Kong, Germany, Austria, Australia and The UK. Prior to joining the California-based outdoor and activism company, she was responsible for the e-commerce business for Australia and New Zealand for Adidas Group and previously had gained experience in senior marketing roles, including at Red Bull.