Backcountry welcomed former Nike executive Lynsey Lambert to lead strategy and growth as VP of owned brands.
Lambert brings 20 years of experience in product, retail and merchandising, and recently joined Backcountry from Nike where she spent 12 years in merchandising leadership roles. Lambert’s hiring shows Backcountry’s investment in fueling its owned brands, which include Backcountry Gear & Apparel, Stoic and Basin + Range.
At Nike, Lambert’s most recent role was senior director brand merchandising, global footwear. Other roles included senior director product merchandising, Jordan Brand North America and senior director global DTC product merchandising, Nike Sportswear. Prior to Nike, Lambert led merchandising, design and development teams across men’s and women’s categories for Abercrombie & Fitch Co.
“It is a dream come true to have the opportunity to work with and learn from such a collection of talent, in a place so passionate about the outdoors and adventure,” said Lambert. “Having the chance to create something that matters to people, that serves people, that gets people re-connected to the outdoors and something bigger than themselves is really special.”
“I could not be more thrilled for Lynsey to join Backcountry. Her demonstrated success in data-driven insights, marketing, product creation, merchandising and direct retail will be a huge asset to Backcountry,” said Backcountry chief product officer, Michael Tressler. “Lynsey’s leadership and strength in building brands and teams, paired with her unique point of view on the outdoor and active markets will allow us to accelerate growth across our suite of brands. Lynsey will strengthen our approach to creating compelling gear and apparel centered around performance and style that serve our customer’s needs pre, during, and post their outdoor adventures.”
Photo courtesy Backcountry
