Active outerwear and footwear giant Columbia Sportswear Co on Tuesday named William Tung as its new director of international sales and operations to replace the retiring Greg Barron.

The Oregon-based firm said Tung will be responsible for establishing and maintaining an international distribution and licensing network for the sale of its apparel and footwear around the world.

It added he was most recently regional director of The Body Shop International Plc based in the UK, and before that spent seven years with footwear firm The Rockport Company in Asian and European regional management roles.

"With overall international sales climbing, Tung will be an asset as Columbia continues to leverage the brand in markets outside the US," said Columbia president and CEO, Tim Boyle, in a statement.

"We look forward to benefiting from his expertise and experience."