Prana, the outdoor and yoga apparel brand that was acquired by the Columbia Sportswear group two years ago, has become a member of the European Outdoor Group (EOG). Prana embarked on an international expansion drive last year, which was one of the strategies advocated by Columbia to capitalize on the acquisition. Joe Jansen, international sales operations manager, said in a related statement that Prana was growing and capturing market share in Europe, and that membership of the EOG would help it to better understand the European market and gain insights into best practices. The EOG now has 98 members, ranging from outdoor brands to retailers and technology companies.
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