Arc’teryx Equipment is adding to its team.

The North Vancouver-based technical apparel and equipment brand has brought former Tommy Hilfiger president and chief brand officer Avery Baker onboard as its first chief brand officer, a newly created executive role within the company. 

Baker joins Arc’teryx as it continues to explore growth opportunities in North America, EMEA, APAC and Greater China. 

In addition, Tobia Prevedello, a former Celine executive, has joined the company as head of the EMEA region.

Baker will report to chief executive officer Stuart Haselden and will be responsible for global brand strategy, marketing, communications and the establishment of a consumer experience team. She will work with global and regional leaders to drive the brand vision for Arc’Teryx’s snow, trail and climb products. She is planning to relocate to Vancouver in the summer of 2027.

“Avery’s appointment as chief brand officer marks a defining moment in our growth journey as we execute against our global strategy and bring the Arc’teryx brand to more markets and more people worldwide,” Haselden said. “Her impressive record-building iconic lifestyle brands while staying true to their unique culture and heritage uniquely positions her to help strengthen our brand expression across storytelling, design and the full guest experience. Keeping performance and design at our core, Avery will help us deepen connections with our existing guests and communities, while also reaching new audiences who appreciate the pinnacle performance and design the brand is known and loved for.”

“Arc’teryx is a brand built with integrity. It represents a way of moving through the world with intention and an uncompromising commitment to its principles and performance-led design,” Baker said. “I’m here to help bring value and meaning to every moment of consumer interaction at scale, ensuring that authenticity, innovation and connection remain core to who we are as a brand. I’m honored to be part of building the next phase of global growth with an exceptional team of people.” 

Turning to Prevedello, Haselden pointed to his “deep experience leading complex regional organizations for globally recognized and sought-after brands, combined with his strong understanding of diverse consumer and market dynamics across EMEA” as key to the company’s planned growth in the region.

“Tobia is a proven leader with a track record of building high-performing teams, strengthening brand presence and driving sustainable, long-term growth — capabilities that will be critical as we continue to invest in EMEA as a key pillar of Arc’teryx’s global strategy,” the CEO added.

“Arc’teryx has built a rare global brand rooted in purpose, product integrity and community, and EMEA represents a significant opportunity to continue that momentum,” Prevedello said. “I’m excited to partner with the regional teams and global leadership to deepen our connection with guests, elevate and thoughtfully scale a premium, performance-led brand and unlock long-term growth while staying true to Arc’teryx’s design excellence and product DNA.”

At Tommy Hilfiger, Baker helped relaunch the global women’s business and the company’s see now, buy now shoppable runway content platform. She left the company in 2023 after a 24-year career with the Hilfiger brand.

Most recently, Prevedello served as managing director for EMEA at Celine, a division of  LVMH Moët Hennessy Louis Vuitton, overseeing regional business strategy, operations and performance. 

Baker and Prevedello’s appointments are the latest additions to Arc’teryx’s management team, following Matt Bolte as chief merchandising officer, Marissa Pardini as general manager of Veilance and Ben Stubbington as creative director of Verilance.