Industry Press Release



Vernon Hills, IL (April 18, 2008) — High Sierra Sport Company, a manufacturer of innovative bags and luggage, announces the addition of Jack Rohrbach, as Senior Director of Product Sourcing and Merchandising, and Stella Peterson, as Director of Public Relations, to its team.

“We are excited to have Rohrbach and Peterson join the High Sierra team,” said Hank Bernbaum, president of High Sierra. “The two new positions at High Sierra reflect the success of our sales and brand growth strategy over the last several years.”

Jack Rohrbach joins High Sierra as Senior Director of Product Sourcing and Merchandising. Formerly with top brands such as PUMA, Rockport, and Wilson Sporting Goods, Jack comes to High Sierra with an extensive background in product marketing and development. Most recently Jack was the Vice President of InGEAR Sports where he oversaw the product creation & development aspects of the various product lines within the travel division. As High Sierra continues to post strong growth, Jack’s responsibilities will focus on sourcing, product development and commercialization of High Sierra’s broad range of products.

Stella Peterson joins the High Sierra team as Director of Public Relations. She recently worked at Barnhart Communications where she provided program management, managed tradeshow campaigns and secured local and national media coverage for High Sierra as well as Starbucks Coffee Company for the Rocky Mountain region, Bakers Square Restaurants and Craig Hospital. Stella started her career as a reporter and producer for CBS affiliate KGWN-TV in Cheyenne, Wyoming. She is a member of Outdoor Industries Women’s Coalition, Public Relations Society of America and the Academy of Television of Arts and Sciences.

For more information on High Sierra Sport Company, please call 1 (800) 323-9590 or visit

About High Sierra Sport Company

High Sierra Sport Company (HSSC), specializing in user-friendly adventure travel gear, offers versatile lines tailored for outdoor enthusiasts, skiers and snowboarders, travelers, students and professionals looking for the smart choice in durable and functional backpacks, duffels and wheeled luggage.

The official supplier of bags and luggage for the U.S. Ski and Snowboard Team, High Sierra’s memberships include the Outdoor Industry Association (OIA), SnowSports Industries America (SIA) and the Travel Goods Association (TGA).

For more information, please call (800) 323-9590 or visit