Rab and Lowe Alpine U.S. Country Manager Adam Chamberlain has departed Equip Outdoor Technologies U.K. Ltd.
The departure is part of the next phase of Equip’s five-year strategy that’s focused on North American growth, according to a news release.
The strategy will sharpen the company’s focus on driving sales growth in all key markets in 2025. Non-direct sales activities at the company will be redirected and managed by operational specialists within existing functions.
Chamberlain joined Equip in March 2023. Formerly U.K.-based Jon Frederick, Equip Group’s marketing director, will now be based in Rab’s Louisville, Colorado office.
“I’m lucky to be able to take this opportunity while keeping close to our headquarters, marketing and product teams based in the U.K.,” said Frederick in a statement. “My priorities will remain the same; driving the growth of brand visibility and reputation across the globe.”
Frederick was Rab’s U.S. country manager from 2018 to 2023, according to LinkedIn. In the U.S. office, he’ll act in a senior role to work with industry groups, appear at trade shows, and meet with key partners face-to-face, said the release.
“So while in the U.K. I will continue to lead my teams and remain close to product development and the wider business strategy,” Frederick said. “In North America I will take advantage of the opportunity to represent our business at a senior level, engage with industry trade bodies and ensure that our global strategy is visible and aligned in this important growth market. A great balance, for me and the business.”
Ross Herr will remain vice president of sales in the U.S., reporting directly to Equip’s CEO Richard Leedham, who was appointed in January 2024. Herr will focus primarily on leading sales. Other responsibilities will be redirected to specialist functions.
Chamberlain told us in April 2024 that year-over-year business had increased by the low double-digits. Rab had strong bookings for Spring and Fall 2024, and was seeing good ASAP volume, he said.
But he acknowledged there were challenges to competing with well-known American brands.
“In the USA, we love our heritage brands like Patagonia and The North Face,” Chamberlain said at the time. “It takes a while to build trust and to build brand awareness.”