Petra Hilleberg has been appointed as chief executive of the Hilleberg Group, taking over from her father, Bo Hilleberg, who established Hilleberg the Tentmaker in Sweden in 1971. Petra Hilleberg was previously the president of Hilleberg Inc., the company's subsidiary in Seattle, which takes care of all sales outside of Europe and all marketing for the company. She will keep that job while supervising the entire group. This further comprises Hilleberg the Tentmaker, the Swedish head office that supervises product development and handles all sales in Europe; and Hilleberg Eesti, the company's manufacturing facilities in Estonia. Petra Hilleberg has grown up in a family where a weekend outing could involve long walks in stunning Jämtland and pitching a tent in the snow. At the Scandinavian Outdoor Summit a few years ago, her father recounted that she had wanted to join the company and sell tents since she was a child. Never giving up on that ambition, she settled down in the U.S. and built a thriving business for Hilleberg in that market – with a substantial share of direct sales. Hilleberg remains a family-owned business, with other family members on the board: Petra Hilleberg's mother, Renate, and her brother, Rolf.