Company appoints former Tommy Hilfiger and Celine executives to key leadership positions
Arc’teryx Equipment, the technical apparel and equipment company based in North Vancouver, has expanded its executive team with new leadership appointments. The company announced that Avery Baker, former president and chief brand officer of Tommy Hilfiger, has joined Arc’teryx as its first chief brand officer, a newly established role. Baker’s appointment comes as the company seeks to further grow its presence in North America, EMEA, APAC, and Greater China.
Tobia Prevedello, formerly with Celine, has also joined Arc’teryx as head of the EMEA region. The additions follow recent hires in key merchandising and creative positions as the company pursues its global strategy.
Baker will report to CEO Stuart Haselden. She is tasked with overseeing global brand strategy, marketing, communications, and building a consumer experience team. According to the company, Baker will collaborate closely with leaders to strengthen the brand’s identity across its snow, trail, and climb product lines. She plans to relocate to Vancouver in 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,” said Haselden. “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.”
Baker commented, “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. 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.”
Baker had spent 24 years with Tommy Hilfiger, where she was instrumental in relaunching the global women’s business and developing the company’s “see now, buy now” shoppable runway concept. She left Tommy Hilfiger in 2023.
Prevedello most recently served as managing director for EMEA at Celine, part of the LVMH group, where he led the regional business strategy and operations.
The appointments of Baker and Prevedello follow other recent executive changes at Arc’teryx, including the hiring of Matt Bolte as chief merchandising officer, Marissa Pardini as general manager of Veilance, and Ben Stubbington as creative director of Veilance.