The American helmet and eyewear brand Smith Optics has transferred its consumer & dealer services division to its headquarters in Portland, where it will join the product, marketing and sales departments.

The division was previously located at Smith’s Utah-based manufacturing facility. The Portland team will include account managers coming from Utah and new hires such as Brendan Rude, a former REI employee, and Nick Paulson, previously at Zumiez, Evo Portland and Orchestra Software.

Darrell Tullis, director of sales operations for Smith, explained that the move “will increase brand synergy across all departments as each team will have direct knowledge of consumer and dealer questions, product inquiries and new ideas under the same roof.”

Smith, which is part of the Italian eyewear group Safilo, is also upgrading technology modules and streamlining communication for improved customer experience.