Columbia Sportswear Company has appointed Hyung-Rae (HR) Cho as the new general manager of its wholly owned Korean subsidiary, with immediate effect.

Cho takes over at the company’s Seoul offices from SR Cho (no relation), who has been Columbia’s general manager for Korea for the past 25 years.

HR Cho has more than 20 years of experience in the Korean market, most recently as Levi Strauss’ general manager of Korea, and previously with Gillette and subsidiary Braun.

Cho will report to Bill Tung, vice president of Latin America/Asia Pacific for Columbia, who said: “HR brings a wealth of experience in international brand and retail management, and I am confident our brands will benefit from his vision and leadership.”