Arc'teryx on growing without alienating a core community

Propelled by the rise of the “gorpcore” movement, which saw technical apparel infiltrate urban fashion, Canadian brand Arc'teryx has become one of the most coveted names in the outdoor industry in just a few seasons.

Its newfound visibility is now prompting the brand to consider how to pursue growth without devaluing its image. Moreover, it must determine how to broaden its customer base without diluting the technical exclusivity that is the very source of its appeal.

While many outdoor brands are seeking to accelerate their development, Arc'teryx is carving out a unique path. Its executives insist that chasing trends is not an option. The objective is to preserve a brand DNA forged in the mountains for over 30 years.

With public statements from the group being rare, FashionUnited spoke with Avery Baker, chief brand officer, and Tobia Prevedello, general manager EMEA. We discussed distribution strategy; the specifics of the European market; the rise of outdoor communities; and the management of controlled growth in an exclusive interview.

Arc'teryx was historically a niche brand, closely associated with the mountains. Today, it appeals to a much broader, notably urban, audience. Has the European consumer changed over the past five years?

Avery Baker: Our core consumer has not fundamentally changed. They are still looking for products that offer an exceptional level of performance, impeccable build quality and a meticulously considered design.

What has evolved, however, is the number of people who now recognise these qualities. We are now seeing a much broader audience appreciate technical apparel, whether they are mountaineers, cycle to the office or travel regularly.

Therefore, it is not Arc'teryx that has changed its identity. We have remained true to our commitment to performance, and this authenticity now resonates with a much broader audience.

Is the outdoor market normalising after years of hype, or is the momentum here to stay?

Avery Baker: Consumer trends will naturally evolve, but we believe the desire to spend time outdoors reflects a broader lifestyle shift rather than a passing trend. More people recognize the value of nature for physical and mental wellbeing, and they expect products that perform wherever life takes them. Our focus is on building exceptional products and meaningful experiences that encourage people to connect with the outdoors rather than chasing trends.

What are the main growth drivers for Arc'teryx in Europe today?

Tobia Prevedello: Europe remains an important region with strong engagement across many markets, which have an influence beyond their borders. One of the region’s unique strengths is its geography and the incredible diversity of landscapes, from the Alps and the Dolomites to the Scottish Highlands, the Norwegian fjords, and countless trail networks that make the outdoors deeply accessible and a source of inspiration for the whole world. Our guests embrace that opportunity, whether they're climbing, hiking, skiing, trail running, or simply spending more time outside.

Rather than focusing on individual countries, our priority is ensuring we serve each community thoughtfully through the right combination of retail experiences, wholesale partnerships, and community programming. Long-term growth will continue to come from delivering exceptional products, investing in local outdoor communities, and delivering a consistently premium brand experience.

How is your European distribution strategy evolving? What is the balance between own-brand stores and multi-brand partners?

Tobia Prevedello: We believe an integrated marketplace is the right strategy to support our guests in their outdoor vertical adventures. While our own stores provide time and space to create immersive brand experiences and build deeper relationships with guests, our wholesale partners, as they have for the last 30 years, continue to play an important role in defining Arc’teryx as the leading partner for endemic outdoor communities across Europe.

Regardless of channel, our priority is to meet the guests where they are with an elevated, personal experience, and to partner with organizations that share our values and commitment to outdoor experiences and technical excellence.

Beyond products, outdoor brands are increasingly investing in communities and events. What role does this play at Arc'teryx?

Avery Baker: Community has been part of Arc'teryx's DNA since the company was founded by climbers in North Vancouver, Canada. We are committed to creating greater access to snow sports, climbing, and trail adventures. We believe in serving the mountain athlete, and through our Academies, we bring our values to life by advancing mountain knowledge, innovation and athlete stories with a premium experience. Academies take place throughout the year in cities all over the world, including Chamonix, St.Anton, Squamish and Mammoth, and are industry-leading examples of what’s possible when we invite communities of all skill levels to deepen their experience with the outdoors.

Whether it’s climbing events, trail running, mountain education, film festivals, or local activations, we create opportunities for people to connect with our products, each other and with the places that inspire them.

Staying true to that community-first mindset is fundamental to who we are, and it is one of the reasons our relationships with guests extend well beyond a single purchase. Ultimately, it’s how we build lasting trust and continue earning a place in our guests’ lives every day.

How does Arc'teryx preserve its exclusivity and desirability amid unprecedented growth?

Avery Baker: We remain committed to designing exceptional products, investing in innovation, and delivering a consistently premium brand experience. As more people discover Arc'teryx, we see it as an opportunity to help more people build a connection with the outdoors and experience the confidence that comes from having equipment, they can truly rely on. At the same time, we recognize that with growth comes responsibility.

Leave it Better is the driving force behind everything we do, and a question we return to before every decision: are we leaving the outdoors better for tomorrow and for generations to come?

That inquiry keeps us focused on making positive contributions to the places and communities that have shaped our brand. We make decisions based on what is right for the brand and for the long-term health of the outdoor community rather than reacting to short-term demand. Staying true to our purpose and maintaining uncompromising standards are ultimately what preserves the brand's strength.

Sustainability, repairability and technical innovation: how to balance these demands with consumer expectations for higher performance?

Avery Baker: Performance and durability have always been foundational to our design philosophy because the most sustainable product is often one that lasts. The longer gear or apparel is at play, the better. At the same time, we're continually exploring new materials, manufacturing approaches, and circular design principles that reduce environmental impact without compromising the performance our athletes and guests expect.

Innovation is rarely about choosing one priority over another. We’re focused on continuously improving across performance, durability, repairability, and sustainability to create products that last. We are particularly proud of ReBIRDTM, which is a collection of guests services designed to keep gear in play. Established in 2021, ReBIRDTM aims to prolong the life of gear with a long-term view to circularity. We service, care for, and give our gear multiple lives, so performance stays at its peak beyond a single adventure, season, or individual.

In 2025 alone, we cared for and repaired more than 50,0000 products and opened our 50th ReBIRDTM Service Centre. It’s a reflection of our deeply felt belief in sustainability – and our leadership role in redefining the industry status quo.