Petra Hilleberg Named Honoree of the 2012 SGB 40 Under 40 Awards

Petra Hilleberg, the 36 year-old President and CEO of Hilleberg the Tentmaker, Inc., has been named an honoree of the 2012 SGB 40 Under 40 Awards by the SportsOneSource Group.

Petra Hilleberg, the 36 year-old President and CEO of Hilleberg the Tentmaker, Inc., has been named an honoree of the 2012 SGB 40 Under 40 Awards by the SportsOneSource Group. Now in its fifth year, this annual award recognizes individuals from all corners of the sporting goods industry who are recognized as leaders making a difference in their businesses and the market. This year's list of forty recipients was selected by a panel of SportsOneSource analysts, editors and industry executives from more than 450 nominations received from around the sporting goods industry.

"These awards are a way to recognize the great work done by younger leaders in our industry," said James Hartford, president, CEO of the SportsOneSource Group, the leading trade publishing company serving the sporting goods industry. "The extraordinary and diverse talent nominated again this year made it difficult to narrow the list to just forty people. We drew very strong support from prior honorees and other industry leaders to select a prestigious group of individuals and it is our pleasure to honor the next generation of leaders."

“I am extremely honored to be recognized as a leader in the industry by the SportsOneSource Group as a recipient of the SGB 40 Under 40 Awards,” said Petra Hilleberg. “To be a part of such a tremendously successful and talented group of 40 of my peers in the industry is a privilege and I'm grateful our hard work is being recognized in this way.”

Hilleberg, Inc is part of Hilleberg the Tentmaker, manufacturer of high end backpacking and mountaineering tents with headquarters in Östersund, Sweden. Petra's parents, Bo and Renate, founded Hilleberg the Tentmaker in 1971, and since then the company has brought to market a number of innovations in backpacking and mountaineering tents that have become standard hallmarks of quality. Hilleberg was the first commercially made tent with a linked inner tent and outer tent, allowing for quick and simple pitching, greater strength, and better weather protection for the inner tent. In 1975, Hilleberg was also the first to use silicone-coated outer tent fabrics, something recently acknowledged by Outside Magazine as one of the most influential gear innovations of all time (

Petra grew up in Sweden, was raised in and around the company's tents, and learned firsthand both the tent business and the business sense that has kept Hilleberg so successful over the years. From an early age, Petra professed her desire to market and sell Hilleberg tents in the U.S. She used her senior business plan at Seattle University, which won a number of honors in business plan competitions, to create her vision of the company and subsequently launched Hilleberg, Inc in 2000, in Redmond, WA, two days after her graduation. Petra sold her first tent 24 hours after that. Today, thanks to her efforts, the business is a multimillion dollar company, and sales in the U.S. represent the largest single country sales numbers for the Hilleberg group. In 2011 there was a 70% increase in sales, and, to date in 2012, the company is up over 35%. Her success is a product of both her business strategy, which is built on both wholesale and direct sales, and on her tremendous ability to form relationships at all levels. Directly responsible for all sales activity outside of Europe, Petra has opened thriving distributors in Japan, Korea, Hong Kong, China and South America, while establishing and expanding direct sales to New Zealand and Australia.