Mons Royale has announced the opening of a new European office in Innsbruck, Austria, and the appointment of Holger Blomeier as its new European sales and marketing director. Mons Royale, which specializes in merino base layers and clothing, is based in Lake Wanaka, New Zealand, and the new European headquarters is to support its plan to develop a greater presence in Europe. Innsbruck was chosen because of its location, with the mountains at its doorstep, and its youthful style, the company said. Blomeier will be joining Mons Royale as the brand's new European sales and marketing director at Ispo, to officially start on March 1. He will bring more than 15 years of experience in the action sports industry. Prior to Mons Royale, he held similar roles at Burton Snowboards Europe, where he served as sales and marketing manager and director of product merchandising. Most recently, he has worked as a brand and business consultant for major European and global companies.

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