Woolrich outdoor apparel names new Marketing VP
Woolrich, Inc., a manufacturer of outdoor clothing and accessories, has announced that it hired Brent Hollowell as marketing vice president to help with its worldwide expansion goals, according to the company
With more than 20 years of global branding and marketing experience, Hollowell joins the Wollrich, Pa.-based company from
Previously, he served at Foot Locker as VP of global marketing, spearheading its global marketing strategy, and at adidas America, where he led both marketing communications and retail marketing.
Woolrich produces men’s and women’s outdoor clothing and accessories under the following five collections: Woolrich Outdoor Collection; Woolrich John Rich and Bros.; Woolrich Woolen Mills; Woolrich Penn Rich; and Woolrich Elite Tactical Series.
Founded in 1830, the company is the longest continuously-operating outdoor apparel manufacturer and woolen mill in the United States.
Reporting directly to Executive VP Brian Mangione, Hollowell will direct all marketing activities related to the Woolrich
“Brent is a talented marketer with a proven track record for building global brands,” Mangione stated in a release. “His experience with retail, online and wholesale businesses will be invaluable to all of our business units as we continue to grow.”
Hollowell added in a statement that he is excited to join Woolrich as it works to make its brand more relevant to today’s outdoor enthusiasts, and with the recent additions to its management team.
Woolrich has made several new hires and promotions since January 2010 as it lays the groundwork for its global growth plans, including the following executives:
- Mangione as EVP;
- Gary DeGaetano as VP of direct to consumer;
- Gary Gifford as director for product development and sourcing;
- Cathy Peddie as director of women’s merchandising;
- Nick Brayton as director of domestic licensing; and
- David May as director of eCommerce.
A company representative speaking on background told WinmoEdge that Hollowell is traveling this week and will need more time in his new role before he can discuss specific strategies.
The new marketing VP is joining the company two weeks after it agreed to collaborate with design agency n3twork
, with offices in Frankfurt, Germany and Boulder Colo., to develop a new technical outdoor collection that will be marketed worldwide.
The new line will be introduced in the fall of 2013, and will include outerwear, sportswear and accessories.
“As a global brand it’s vital that our designs appeal to a broad populace while holding on to its core values,” Mangione said on the record. “With (Creative Director) Dennis (Hinze) in Europe and (Creative Director) Peter (Valles) in the U.S., n3twork brings an invaluable global perspective to the collaboration.”
New York-based Gotham Direct, Inc.
, currently handles Woolrich’s media buying and planning, according to The List database.
Woolrich also reports that Waitsfield, Vt.-based Pale Morning Media
helps with its public relations.
The Nielsen Company reported that Woolrich spent $3.8 million on measured media in 2010, with the majority – about $3.7 million – going towards national magazine ads. About $49,000 was also spent on B-to-B initiatives, while about $24,000 was spent on outdoor ads.