The manager is the European head of Patagonia.
Dusseldorf Outdoor apparel company Patagonia does things differently than most companies. If you ask the new head of Europe, Nina Hajikhanian, about her goals, she doesn’t want to drive sales of new jackets up. The 43-year-old wants customers to wear their old clothes longer. In the past year and a half, repair capacities in Europe have quintupled, “we want to stick to this expansion”.
In the short term, this may hamper profits, but it is about protecting the planet in the long term so that we can soon be able to do business at all, according to the manager. It is part of the company ethos to offer products of high quality so that they can be used for a long time. “We believe that increasing the number of repair offers is the biggest change in customer behavior,” says Hajikhanian. “Who needs a whole closet full of jackets that look alike?”
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