Highline Outdoor Group Retained by Solbari to Support U.S. Market Expansion

Highline Outdoor Group has been retained to partner with Solbari as the brand enters its next phase of global growth with a focused expansion into the United States.

Founded in Melbourne, Solbari has built a strong international presence over the past decade as a category leader in permanent UPF 50 performance apparel. Grounded in textile engineering, the brand’s fabric-first approach delivers sun protection that performs for the life of the garment and has earned trust across global markets.

As consumer demand for performance sun protection continues to accelerate in the U.S., Solbari is taking a deliberate approach to market entry. The company has engaged Highline Outdoor Group as its retained search partner to help define, structure, and recruit its first senior commercial leader in the United States.

This engagement goes beyond filling a role. Highline is working closely with Solbari’s leadership team to align U.S. market strategy, clarify commercial priorities, and identify the level of leadership required to establish credibility with top retailers and partners from day one.

“I’m excited to partner with Solbari at such a pivotal moment,” said Tony O’Neill, Founder and President of Highline Outdoor Group. “This is a brand with real technical differentiation and global momentum. Our role is to help them translate that into a thoughtful, scalable U.S. strategy by putting the right leadership in place.”

The search is being led in close collaboration with Solbari founder and CEO Jo Young and the Melbourne-based leadership team. Together, the focus is on long-term foundation building, not short-term hiring, ensuring Solbari enters the U.S. market with clarity, discipline, and the right commercial leadership model.

This partnership reflects Highline Outdoor Group’s continued focus on retained executive search and advisory work for outdoor and active lifestyle brands navigating growth, transition, and expansion moments.