Houdini, a functional life wear company committed to designs that are timeless, versatile, minimalist and circular, has bolstered its global leadership team and established a U.S. office in Portland, Oregon, a hub of innovation in a place that values its connection to the outdoors.
Specifically, Niclas Bornling has been appointed as general manager of North America, and Brian Anthony will be head of sales and merchandising. Both will work from Portland.
Gabriel Ingemarson also joins the executive team as chief operating officer in the company’s Stockholm, Sweden headquarters.
Bornling, a seasoned brand and marketing professional with 25 years of experience developing world-class brands, served as head of brand engagement and DTC sales at Houdini for the past two years. He will continue to build Houdini’s global presence and is set to lead the company’s plans to grow the brand in North America.
“Niclas brings the creative depth and fearlessness that Houdini needs to broaden our reach and share our mission to create functional, timeless apparel that gives back to the planet,” said Eva Karlsson, CEO of Houdini Sportswear. “Our goal is to set a new industry standard for the apparel industry; Niclas has the necessary skills and drive to make that happen. Brian’s proven expertise will be a tremendous asset as we work to drive U.S. sales, nurture retailer relationships and to introduce more consumers to the brand.”
Anthony previously worked with outdoor brands KEEN and Salomon in addition to founding his own cycling apparel company, ANTHM Collective. He is responsible for strengthening the company’s brand recognition and reputation and driving sales in the United States.
Andrea Tomasini, recently promoted to head of global wholesale, with more than 20 years of experience from Patagonia will support Anthony and Bornling.
New COO Ingemarson brings 25 years of experience leading operations at companies with strategic planning, negotiations, and financial analysis. Prior to Houdini, Ingemarson worked at Doconomy as CFO and has held additional positions as CFO and acting CEO at Mini Rodini.
Photo: Niclas Bornling and Gabriel Ingemarson
