The company has relocated its corporate headquarters from Modesto, Calif., to Portland, Ore. The new facility is located in the historic Carson Building that was built in the 1920s on South West 11th and West Burnside.
The move will help support the company’s growth plans, said CEO Bill Berta, who added that Portland was chosen for its commitment to healthy, outdoor living, as well as its focus on sustainability. The city is also considered, said Berta, to be a hub for key talent in the industry.
New initiatives for the company, said Berta, took off in fall ’10 with the introduction of outerwear and fleece. This will be followed by an expanded offering of sandals in spring ’11 , as well as expansion in the outdoor-adventure footwear category. “There are several categories we really are pushing that we have not in the past, which will provide the growth we are looking for,” said Berta.
Helping to drive Hi-Tec’s business going forward, the company recently brought on board two industry veterans. Erika Bruhn has been named director of marketing. Prior to this, she was a marketing consultant for clients including CamelBak, Overland Equipment and Nike Foundation. Kirk Nichols has been named VP of sales, having previously worked in the same role at LaCrosse.