Poler Outdoor Stuff, a Portland-based outdoor apparel company founded in 2012 with a strong focus on the direct-to-consumer business, has reopened its flagship store in downtown Portland and redesigned its e-commerce website. The brand had been dormant for the past 12 months following its bankruptcy. The Pacific & Everest Lifestyle Company, a U.S. holding company and division of the Primer Group, acquired the brand assets of Poler in November, marking Poler's re-entry into the market. The Primer Group is a former investor and distributor of Poler in Southeast Asia. With immediate effect, the industry veteran Cape Capener was hired as chief executive. Capener has managed several global brands in the action sports, footwear and lifestyle sectors, including Above the Rim, which he founded and later sold to Reebok. He has also held key management positions at Reebok, Adidas and Supra. Poler's co-founder Kharma Vella is returning to the company as product brand director. The company announced that it would expand into the U.S. and international wholesale markets by spring 2021.

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