White Sierra, the outdoor sportswear and outerwear company, hired Chris Elkins as EVP of sales and operations, and Nick Schwartz as VP sales, to drive sales, further integrate the rep force with the brand and spearhead new initiatives as the company expands and invests in its 35th year.
Were looking forward to working with the level of experience that Chris and Nick bring to the organization, said Paul Tsui, CEO of White Sierra. We have many exciting stories coming up and are eager to leverage their minds and relationships to build momentum at retail, online and in general. We welcome them to our family and brand.
As Executive Vice President of Sales and Operations, Elkins responsibilities will include sales planning and execution, marketing/brand development, and development of operational infrastructure to support growth. An industry veteran, Elkins has helped many brands increase sales and execution in the outdoor and healthy lifestyle categories, including Columbia, SKORA, Dahlgren Footwear, and others.
I saw White Sierra as an opportunity to help a family-owned brand with great product and a great story jump-start their business, said Elkins. They have a great team in place, and Im excited to work with them to continue on their growth trajectory.
In his role as new Vice President of Sales, Schwartz will be responsible for developing a multi-tier selling strategy, improving the collection methodology for feedback from retail partners and integrate feedback into the product story, messaging, and operational execution. Schwartzs 40 years in sales and marketing at international brands Penfield Sportswear, Columbia and Merrell Apparel, give him the experience and credibility to help move the brand forward.
Having the opportunity to contribute to the next step of a family business is what is exciting for me and I look forward to doing what I can to help make that happen with the White Sierra team, said Schwartz.
Separately, White Sierra announces several new partnerships, filling roles in key territories as White Sierra seeks to expand distribution and visibility.
Rob Wentz and Associates – Rob Wentz brings 15 years of account management and rep experience in the outdoor arena to Ohio, Indiana, Michigan, Illinois, Kentucky, and West Virginia. Rob has represented brands such as Ouray Sportswear, Columbia Sportswear, Wigwam Socks, and 180s.
Lemay Associates – Lemay Associates will be representing White Sierra from New England, south to Maryland/Delaware. In addition to longstanding relationships with existing White Sierra customers like Kittery Trading Post, R.H. Reny, Olympia Sports, Campmor, and others, principal Mike Lemay has a long network through his work with Slumberjack, Columbia, Wolverine, Merrell, Lole, Orage, and other lines that will help open doors in different channels.
Baratti Marketing Based in the Houston area, Clarke Baratti has built a strong team of sales managers with nearly 30 years as an independent sales rep for a number of lines ranging from Texas to Florida. Baratti will be managing the states of Texas, Louisiana, Arkansas, Oklahoma, Missouri, Nebraska, Kansas, and Mississippi for White Sierra.
Harring and Associates-Andy Harring has spent the past 25 years selling across multiple channels, to retailers like Scheels, Gander Mountain, The Bon Ton, Mills Fleet Farm, and a host of outstanding outdoor specialty chains. Andys past lines include Merrell, Wolverine, Lafuma, and Columbia.
We are very excited to have these great agencies join our sales team, noted Elkins. They each bring a wealth of experience in both the outdoor and travel categories, and they have been tasked with strengthening our core businesses, as well as seeking out new opportunities in their key marketplaces. Great partners like these pros will make White Sierra successful in ways that go beyond their direct relationships.
