Patagonia has hired Alex Beasley as its new country manager for the U.K. & Ireland. The announcement has come after a series of recent hires and reorganizations as the company continues its restructuring across Europe. Beasley will manage Patagonia's wholesale business and support its retail and e-commerce strategy in the region. He will report to the company's European sales director, Gianluca Pandolfo. Beasley joins Patagonia from Nativve (sic), a digital marketing consulting firm he founded in April 2014. Prior to Nativve, he held a variety of sales management roles in the outdoor industry. Most recently, he worked with The North Face as country manager for the U.K. and Ireland between 2010 and 2014. He also worked briefly for Lowe Alpine in 2003/04.