Icebreaker, the kiwi Merino apparel brand, has promoted Maximilian Hofbauer to chief of European operations. He has been with the company since 2009, serving as managing director of Icebreaker's distribution company based outside Munich and in charge of Germany, Sweden and Norway. He will continue to direct the business in Germany, but oversees all of the New Zealanders' operations across Europe, which represent some 40 percent of the company's global sales. Hofbauer used to be brand manager of Schöffel before he switched to The North Face, where he ran the brand in the German-speaking countries between 1999 and 2007.