Prana Names New Director of International Sales

Prana, the lifestyle and yoga line headquartered in Carlsbad, Calif., is going more global with the appointment of Pacho Bedoya as its new director of international sales. He begins his new job on Feb. 2.

Bedoya will be responsible for developing, expanding and managing Prana’s emerging international business by finding strong distribution partners in key markets. He will report directly to Prana Vice President of Sales Sasha Dietschi-Cooper.

“I am excited to use my international background to help Prana seize the growth opportunity that exists for it outside the U.S.,” Bedoya noted. “The Prana brand has established a very clear and meaningful purpose and plays in a unique space with significant potential.”

Bedoya has more than a decade of experience in the apparel and accessories industry. He has worked in strategic brand and marketplace development, as well as sales management and operations, in international markets.

During his 10 years at Oakley, the Foothill Ranch, Calif.–based activewear brand, he managed several international territories, was the general manager for Latin America and most recently was focused on developing a retail franchising program.

“Pacho is another great addition to Prana’s sales leadership team and an example of the solid industry talent that is attracted to the growth opportunity represented by the Prana brand,” Prana Chief Executive Scott Kerslake said. “I look forward to working closely with Sasha and Pacho to establish and grow Prana in key markets outside of North America.”

Prana also announced that it plans to open its first physical boutique in Southern California. It is scheduled to open in Spring 2015 in Encinitas, Calif., about a two-minute drive from Prana’s headquarters in Carlsbad, Calif., in San Diego’s North County area.

Located a few blocks from Moonlight State Beach, one of San Diego County’s popular surfing and swimming beaches, the upcoming Prana boutique will be housed at 625 Highway 101.

Kerslake said that he was glad to open a boutique in the company’s backyard. “The proximity to our headquarters and the community itself made Encinitas an ideal spot to connect with our loyal customers and other like-minded locals.”

Prana runs five other branded boutiques. The shops are located in Boulder, Colo.; Denver; San Francisco; Portland; and Minneapolis.

Prana was bought last year by Columbia Sportswear Co., based in Portland, Ore., for $190 million. At the time of purchase, Prana was expected to have revenues of more than $100 million in 2014 with low double-digit operating margins.