Rip Curl said it hired a new vice president of sales as the company continues its focus on growth plans for the North American market.

Somer Harris joins Rip Curl, charged with leading and expanding North American sales. Harris joins the company from Hurley, where she served as vice president of sales and is credited with helping launch the women’s swim business.

“We are delighted to welcome Somer Harris to the Rip Curl family as our new vice president of sales,” Rip Curl Global CEO Brooke Farris said in a statement. “Somer’s extensive experience in the industry, combined with her passion for surf culture, aligns seamlessly with Rip Curl’s values and vision. We are confident that her leadership will drive our sales efforts to new heights and strengthen our position in the market.”

The company called Harris’s hiring a “strategic move” under its growth strategy.

Rip Curl parent KMD Brands Ltd. reported record sales of NZ$581.5 million ($358.1 million) for the surf label during its fiscal year ended July 31. That was up 8.3% from the prior year.

The North American market generated sales of NZ $142.8 million ($87.9 million), with KMD estimating that figure can grow to about NZ$200 million ($123.2 million) in the medium term.

Part of that growth will count on expansion of Rip Curl’s stores, investments in the wholesale channel, and expansion of the women’s line.

In the meantime, the company continues its search for a Rip Curl North America president following the departure of Dylan Slater, who joined Firewire as CEO in January.

Rip Curl’s seen other executive departures this year, including Mary Miller, senior vice president of women’s in June and former head of sales Paul Harvey, who left in October. Miller is now at Salty Crew as vice president of merchandising and design, while Harvey is at O’Neill Clothing as vice president of specialty sales.

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