New Zealand-based outdoor giant Kathmandu has hired a new general manager of international, Alexandre Gilbert, to drive overseas growth of the business.

According to a statement from the brand, Gilbert will be focusing on expansion across Europe, Asia and North America.

Kathmandu has also set up showrooms across Germany, France, UK and Canada and made several appointments across key global markets.

Mathieu Lefin was named president of Rip Curl and Kathmandu for Europe, while Etienne Lassus as European sales manager. Florian Ascher was named country manager for Rip Curl and Kathmandu for Germany, Austria, Switzerland, and Max Wallder is now the business’ UK sales manager.

In Canada, Nick Russell is now VP sales and marketing, while Eric Eichberger is sales manager for Kathmandu.

The announcements come after the business committed to a global rebrand earlier this year in an effort to become more inclusive, accessible and fun to a wider audience.

According to global chief executive Reuben Casey, the business wanted to distance itself from the traditional ‘elitist’, masculine-focused outdoor experience.

“When we look at our competitors around the world, they’re very serious, masculine and achievement-focused – you see people climbing up a mountain in the snow and rain. That’s not us. Kiwis and Aussies like to get out there and have fun with their mates, that’s the spirit and attitude that we want to foster with our customers,” Casey told Inside Retail.

“Our new purpose is to improve the wellbeing of the world through the outdoors.”