Veteran outdoor brand executive Michael Millenacker has rejoined Royal Robbins as its new CEO, effective immediately. Millenacker will be responsible for developing global brand strategy, overseeing the product line for Royal Robbins worldwide, and have P&L responsibility, according to an announcement by Bruckmann, Rosser, Sherrill & Co. (BRS), a New York-based private equity firm that acquired the brand.
Millenacker will also serve on the board of directors of BRS Outdoor Holdings, LLC, the controlling entity of Royal Robbins and Evolv Sports & Designs, LLC.
Millenacker started his career at Royal Robbins, where he moved up to the role of director of sales and marketing before joining VF Corporation for a seven-year career that started with an assignment as president of the Eagle Creek brand, and included a stint as VP of sales at The North Face. Most recently, he was the general manager for the U.S. at Fox Head Inc. “Michael has a deep understanding of the Royal Robbins culture, brand positioning, and the outdoor consumer,” said Stephen Sherrill, Managing Director of BRS. “We also see Michael as an integral leader at BRS Outdoor Holdings as we look to expand with future acquisitions.”
Sherrill expressed gratitude to Bob Orlando, former CEO, for steering Royal Robbins for over a decade through multiple changes in ownership. Named for climbers Royal and Liz Robbins, who founded the brand in 1968, Royal Robbins designs, manufactures, and retails outdoor and travel apparel.
