U.K. responsible outdoor clothing brand Passenger is looking to expand its presence in the United States, and it tapped Matt Liddle to help with the effort. 

Passenger General Manager US Matt Liddle. Courtesy of Passenger

Liddle is the newly-appointed general manager, U.S. He joined the company 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 U.S.

“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,” Liddle said in a statement.

Liddle’s transition happens at a pivotal time for Passenger, which saw more than 400% growth in the U.S. market last year. Now, he will build a base of operations in Portland, Oregon and oversee the U.S. market strategy and overall growth across DTC and B2B channels. 

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

“To say we’re thrilled to welcome Matt Liddle to Passenger is an understatement,” Jon Lane, CEO at Passenger, said in a statement. “His unrivalled leadership and outdoor market experience make him a solid fit to lead our U.S. 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 U.S. market.”

Founded in 2012 by Richard and Alexa Sutcliffe while traveling 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 U.K.