American Recreation hired former Smartwool manager Kelly Gorder as brand vice president for Isis, the women’s activewear line it just relocated from Vermont to Boulder, CO, where it will operate alongside American Rec’s other outdoor brands.
The Boulder location already houses American Rec’s product development, marketing, and management teams for its other outdoor brands. The company recently split sales and management for its apparel businesses (Isis, Sierra Designs Apparel and Royal Robbins) from its equipment brands (Kelty, Sierra Designs Equipment, and Slumberjack).
“Having Isis in Boulder with full access to an efficient display of resources provides tremendous opportunity for growth and success for the women’s” specific brand,” notes Bob Orlando, CEO of American Rec Apparel Division.
Gorder has an extensive background as a product and merchandise manager and has also worked as director of sales and key accounts.
“Isis was founded and operates with immense vision and passion for creating a fantastic collection of women’s apparel,” notes Gorder. “Now, with the ability to utilize more available resources and have Boulder as the ideal testing ground for the active, outdoor woman, Isis will have the means to expand and operate even more efficiently.”
Completing the full transition and establishing an accomplished team, American Rec has also appointed Gwyn Benedict as national sales manager and Sue Timbo as director of marketing.