American outdoor brand Holubar has appointed Woolrich Inc’s former managing director, Patrick Nebiolo, as its new CEO.
Nebiolo is also investing in Holubar with a silent business partner, and he joins forces with business entrepreneur Alberto Raengo, who purchased Holubar from The North Face in 2012.
Raengo is taking on the chief creative director role. Together they will lead the brand’s global development, distribution and rebuild brand awareness to new and existing markets.
Nebiolo comments: “We have invested a significant amount in Holubar to properly capitalise the company and finance the three-year growth plan we have crafted jointly with Alberto and his partners.”
Woolrich was sold to Luxembourg private equity firm L-Gam in September 2018, and Nebiolo says he left after he finalised the sale of the company “to pursue an entrepreneurial career.”
He adds: “The investment in Holubar, along with the CEO managerial role and the opportunity to work side by side with Alberto, was a good enough reason to invest a lot of money.
“I firmly believe that the Holubar brand is uniquely positioned to be a primary player in the outdoor market, and we can make it compete head to head with all top players and build a global brand in a relative short period of time.”
The Holubar brands’ e-commerce platform was relaunched in October 2019, and the brand opened two pop-up shops in New York in November. There are also plans to open a mono-brand concept store in mid-December, also in New York.
Holubar is one of America’s oldest outdoor brands, founded in 1946 by mountaineers Alice and Roy Holubar. They pioneered the use of the then innovative nylon with cotton fibres and down insulation, to form the first lightweight down water repellent sleeping bag and outerwear.
Holubar also developed the first mountain parka named “Deer Hunter”, which has a global cult following thanks to Robert De Niro wearing the jacket in the 1979 film The Deer Hunter.