Mons Royal Open New European HQ In Innsbruck, Austria And Appoint New European Sales & Marketing Director

Mons Royale, behemoths in the Merino wool category have announced that they will be opening a new HQ in one of the hubs of snowboarding in Europe; Innsbruck, Austria. In a busy time for the brand, they have also announced that Holger Blomeier is to be appointed European Sales & Marketing Director.


Photo Credit: Florian Breitenberger

Press Release: Merino innovators, Mons Royale announce that they will call Innsbruck their European home.

Mons Royale have been bringing their distinct design aesthetic, combining technical performance and style, to the merino wool category from their home town in Lake Wanaka, New Zealand, since 2009. Rapid growth means that Mons Royale have opened a new Innsbruck Office to service European sales and support global functions alongside its New Zealand headquarters in Wanaka.

Mons Royale’s COO Ben Irving says “This is a very natural progression for us as a company, we want to have a greater presence in Europe and this step is critical to providing support to both our retail and distribution partners.” 

On choosing Innsbruck, Mons Royale’s Founder & CEO Hamish Acland says “Innsbruck and Mons Royale are perfectly aligned. With the mountains at its doorstep, it is a city that understands the need for technical performance in the outdoors. It has a vibrant culture with its own youthful style and is a hub for commercial and athletic talent. 

We wanted a European home that we could scale from and share with our partners so they can learn about the brand and what we value. Our first event activation at Crankworx Innsbruck was a strong demonstration of this and shows exactly why we’ve chosen this amazing city as our base.”




New Zealand brand Mons Royale have appointed Holger Blomeier to European Sales & Marketing Director to grow the European business. Holger will be joining the team at ISPO and starting officially on the 1 March 2018. Previously working in similar roles for Burton Snowboards Europe and with a long-standing relationship to the action sports industry, Blomeier brings with him a wealth of experience and contacts.

Blomeier has a history of successfully implementing strategies and concepts to drive business development, create and extend networks, and foster positive culture. With over 15 years service in the industry working for consumer lead brands focused on driving growth, Blomeier joins Mons Royale after a long stretch with Burton Snowboards Europe as Sales and Marketing Manager / Director of Product Merchandising, and most recently working as a Business and Brand Consultant for major European and Global companies.

“The Mons Royale brand, its approach and products are great. Merino as a fabric is very interesting to the industry from a sustainability and performance viewpoint, and I think it has a strong base to push the business to wider audiences”, said Blomeier. ”There is a lot of opportunity and space to grow for Mons Royale in Europe, both as a brand and as a business. I’m very excited to join the team and be part of this new chapter for the company.”

Hamish Acland, Mons Royale Founder and CEO said, “Having Innsbruck as our European home and Holger joining us to lead our European business kicks off a new chapter for Mons Royale. Holger brings a great deal of industry experience and expertise across multiple aspects from sales to product. This will be invaluable as we continue our progression as a team and expansion within the European market.”


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