The British outdoor company has set up a new management structure to better service the region of Europe, the Middle East and Africa, with a focus on the German market. The move excludes the company's operations in the British Isles, which continue to be handled from Berghaus' head office in Sunderland.

The EMEA business outside the U.K. and Ireland will be run from a new German-based subsidiary located in the MOC order center in Munich.

Sales operations in Germany and Austria will be directed by Elisabeth Richter, a 35-year-old manager who served for the past seven years on the sales force of Salewa in Austria, in charge of apparel. She oversees Berghaus' sales team in Germany as well as Walter Bichler and Markus Minatti, who cover the Austrian field.

Additionally, Berghaus has created the new position of an EMEA regional sales manager to coordinate the work of the distributors in the region. It has been assigned to Angela Dugdale, who was formerly with Morphy Richards, a British maker of electronic devices. Dugdale will report to Simon Roberts, sales director for EMEA in Sunderland.

A new recruit at the Munich office is Dana Eichinger, who will take care of marketing in the region outside the U.K. and Ireland. The 32-year-old previously worked as product manager at Irwin Tools, a marketer of DIY and construction accessories. Based in Munich, Eichinger will report to Caroline Smith, head of European marketing at Barghaus' office in Sunderland. In Munich, Eichinger will be assisted by Sarah Schlangenotto, who has worked in the company's marketing department in Sunderland for one year and is now moving from the U.K. to Munich.

The establishment of a German subsidiary had already been announced one year ago. Asked why it took so long to put the operations in place, Roberts said it took a while to find the right people, but he is convinced that Berghaus has them now. He told The Compass that it makes sense to shift continental responsibilities to the Continent to serve the local market needs better. According to him, there will be no changes as far as logistics are concerned since the warehouse in Sunderland will continue to fully cover the European market.