Matt Liddle - Passenger General Manager US (1)

Passenger Appoints Matt Liddle As General Manager for USA

Press release:
Passenger, the responsible outdoor clothing company and one of the UK’s fastest-growing brands, has appointed Matt Liddle as General Manager for the USA. Matt has joined at a pivotal time for the UK-based brand which last year saw over 400% growth in the US market. 

Matt who will be based in Portland Oregon, joins from Snow Peak USA, where he served on the executive team for five years as Chief Operating Officer, leading a period of transformative growth for the brand in the US.

Tasked with building and leading a team at Passenger, Matt will be responsible for the US market strategy and overall growth across DTC and B2B channels, expanding on the strong initial growth the brand has generated in core states.

Founded in 2012 by Richard and Alexa Sutcliffe while travelling in Canada, Passenger enables meaningful escapism by offering outdoor clothing that is responsibly made, high quality and versatile. The brand has seen rapid growth in recent years and last year featured in the top 10 of the Sunday Times 100 list in the UK.

Jon Lane, CEO at Passenger said, “To say we’re thrilled to welcome Matt Liddle to Passenger is an understatement. His unrivalled leadership and outdoor market experience make him a solid fit to lead our US operations, with Portland being the ideal active lifestyle epicentre to grow a Passenger presence. I’m confident that under his guidance, Passenger will continue to grow and thrive in the US market.”

Matt Liddle expressed his excitement about joining Passenger, stating, “I’ve followed Passenger’s growth for a while, and they have a clear view on their purpose: to inspire a life that seeks the deep balance, wellbeing, and connection found in the outdoors. They call it meaningful escapism, and it is resonating with customers worldwide.

“I am honored to join at such an exciting time in the company’s journey. We are actively hiring for the US team now and in the coming months with initial roles in sales, brand and marketing, and digital commerce.”

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