Bergans Appoints Two to New International Sales and Marketing Positions


Bergans of Norway Appoints Two to New International

Sales and Marketing Positions

Positions strengthen and expand company's global sales and marketing strategy

Hokksund, Norway - July 8, 2016 - Bergans of Norway today announced the hiring of Bart Meijers and Karl Henrik Felde for the newly created positions of international sales director and international marketing manager housed in the company's headquarters in Hokksund, Norway.

Established in 1908, Bergans is a well-known and leading brand in its home country and in key European markets. The new hires will drive CEO Leif Holst-Liæker's strategy to strengthen and expand the brand and its products beyond the company's traditional markets. Holst-Liæker recently became Bergans' CEO in December of last year.

Meijers will oversee all international sales, except for the Nordic markets. He will also be responsible for all sales activities of Bergans' subsidiaries in Germany, serving the important EU markets, as well as North America and Bergans' joint venture in Russia.

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Meijers' previous position was with Nike in Western Europe as sportswear category sales director, and he held several other roles there as well. He holds a Dutch passport and has extensive experience in retail and sports business. His strong passion for outdoor sports will serve him well in his new positon at Bergans. Meijers will start work at Bergans in October and report directly to Holst-Liæker.

Felde will work closely with the sales team to further develop and build a strong Bergans brand profile in all markets. In addition, he will take charge of in-store brand building including Shop-In-Shop and POS concepts. Felde will officially join Bergans August 15 and report directly to Global Marketing Director Ronny Hammer.

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Felde has experience in the sporting goods industry as head of marketing for Viking Footwear, and previously served as general manager for Berghaus Nordic. He also worked in several sales and marketing functions for Nike and Puma. He is a passionate sportsman and holds a certificate in athletics coaching.

"I am happy and proud that Bart and Karl have decided to join our team," said Bergans' Holst- Liæker. "With Bart's experience, background and personal skills, he will be a great resource in terms of structuring, mobilizing and delivering on our international growth agenda. He will also give us valuable international experience and perspectives and be a bridge between the international markets and central organization."

He continued, "Karl I know from before as a great marketing and sales leader, with hands-on experience in establishing new brands in new markets. He will support Bart and the international sales teams in developing and implementing our international marketing plans."

For more information about Bergans of Norway and its products, go to For North American sales questions, contact Keith Patterson at

Photos: Bart Meijers, Bergans international sales director, and Karl Henrik Felde, international marketing manager


Bergans was established in 1908, when Ole Ferdinand Bergan invented the first anatomical backpack. During a hunting trip, he cut and shaped a juniper branch to match the curve of his back and attached it to his heavy, loose-fitting rucksack, a design mirrored in every modern anatomical backpack. Today backpacks, outdoor and lifestyle clothing, and tents are part of the portfolio of Bergans of Norway, as well as the ALLY brand of packable canoes. Legendary adventurers such as South Pole conqueror Roald Amundsen, Mount Everest pioneer Sir Edmund Hillary, and heroes of our time such as Polar explorers Rune Gjeldnes and Cecilie Skog, and even jibber and X Games Freeride competitor Anders Backe trust Bergans for their outdoor adventures.

The headquarters of Bergans Fritid AS is situated in Hokksund, Norway, 60 km southwest of Oslo, where 90-plus employees work in development, research, design and sales. Bergans is a market leader in Norway and steadily growing in several export markets in Europe and North America (

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Bergans USA, LLC

Chip Smith, o: 801.656.0472 x1, c: 801.597.7515,

Beth Cochran, c: 406.579.7909,

Bergans of Norway

Christoph Centmayer, o: +47-40 62 40 99,


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