Arc’teryx
Active Enabler
The Canadian outdoor brand Arc’teryx recently opened a new store in Vienna.
In this interview, Tobia Prevedello explains why physical spaces play a central role for the brand—and how product development, community, and outdoor culture come together.
The new store in Vienna combines substance and brand DNA in a very authentic way. Why do you continue to focus so strongly on physical retail?
Tobia Prevedello, General Manager EMEA:The starting point is always the local community. We’ve been in Vienna for over 20 years and have built strong relationships during that time. The new brand store is a logical addition to our existing partnerships with specialty retailers. For us, stores aren’t just traditional sales spaces—they’re places where people come together. It’s about bringing the brand to life—not just showcasing products, but the world behind them.
Speaking of products: You have very high standards for your product line. How do you decide when a product is ready for the market?
To put it simply: We only launch a product if it solves a specific problem for an athlete. It all starts with function, not aesthetics.
Nevertheless, the brand has a very strong visual impact, especially among younger audiences.
I come from a sports background myself and previously worked in the luxury industry. That’s where I learned how important craftsmanship and durability are—and it’s precisely these values that resonate so strongly with the spirit of the times today. That’s what defines Arc’teryx: technical precision, functionality, and timelessness. We’ve been continuously refining some of our models since the late 1990s—and it’s exactly this consistency that makes them relevant today.
But I also believe that the enthusiasm for the aesthetic we stand for has a lot to do with our digital world. Things that remind us of nature and authentic experiences create a strong emotional connection today. Ultimately, though, the true meaning of our products emerges out there—in use. It is the memories our community gathers there that endure. They shape how people perceive the brand in the long term.
What are the top priorities on your agenda for the future?
We think in terms of two time frames. In the short term, our “Academies” are very important—events held in the mountains where we bring together the community, athletes, and anyone interested. Whether in Chamonix, Mammoth, or St. Anton, these events foster exchange, inspiration, and knowledge.
In the long term, our goal is to continue making the outdoors accessible to everyone. We see ourselves as an enabler—a brand that empowers people to be active outdoors. And we will continue to pursue this mission with unwavering commitment in the future.
Photo (c) Bronson Whytcross
