Branwyn, the performance innerwear brand for women, has appointed Deanne Buck as chief executive officer, succeeding outgoing CEO Jeff Shafer as he and Co-Founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed chief financial and operations officer.
“Deanne’s succession to CEO has been a part of our strategic talent plans since 2023,” Shafer said. “Simply put, she is the right person to lead Branwyn forward. She’s a compassionate, smart and trustworthy leader who puts the best interests of our team and partners first.”
Buck, an outdoor industry veteran, most recently oversaw the PNW’s Venture Capital conference; helped businesses scale, secure funding and execute go-to-market strategies for the Economic Development for Central Oregon (EDCO); and served on several national non-profit boards.
“Branwyn’s growth is an opportunity to deepen an already strong foundation,” said Buck. “This brand is built on thoughtful, high-quality products, with its social and sustainability impact radiating from that core. Purposefully designed to support women’s health, our products embody the very soul of who we are. It’s a privilege and an honor to be part of this incredible, values-driven community.”
Sarah Cumming over two decades of finance and operations leadership in the apparel and consumer goods space, including senior roles at Burrow, Gentle Fawn, 3×1 NYC, and Kidrobot, to Brawyn as chief financial and operations officer. Cumming reportedly has led “growth strategies across DTC, retail and wholesale channels, optimizing global supply chains.”
“Sarah’s experience scaling mission-driven brands while maintaining operational integrity is a tremendous asset to Branwyn,” Buck said. “Her leadership ensures that we’re not only growing, but doing so in a way that reflects our values and supports our community.”
Images courtesy Branwyn, LinkedIn
