Lindsay Shumlas, Cotopaxi’s CEO since last December, spoke with SGB Executive about Cotopaxi’s recent management reset and its pursuit of the casual and active adventurers in urban settings, which has resulted in the recent opening of several pop-up locations and is expected to drive its next growth phase.
Shumlas, who joined Cotopaxi in April 2024 as president and CFO, was formerly CEO of Vici, an online women’s boutique, and before that was the CEO of swimwear company Manhattan Beachwear. In the CEO role, she replaced Damien Huang, who stepped down last September.
Shumlas’ hiring was followed by several executive appointments, including Julie Menard, formerly of Teva, as VP of Sales; REI veteran Craig Rowley as chief marketing officer; and Sara Westbrook, previously with Marine Layer and J.Crew, as SVP of Product and Merchandising. Co-Founder Stephan Jacob, who had held the COO/CTO role for 10 years, transitioned earlier this year into a new chief global/business development officer role.
Cotopaxi’s other Co-Founder, Davis Smith, who was succeeded as CEO by Huang, remains chairman and is currently serving in a three-year missionary leadership role in Brazil.
SGB Executive: Cotopaxi has gained significant traction for an 11-year-old brand. Why do you think Cotopaxi broke out?
Lindsay Shumlas: Cotopaxi’s breakout success comes from leaning into what makes us different. We’ve always been a bit of an outsider in the outside industry, and we’re proud of that. From day one, we set out to build a brand for people who didn’t see themselves in the traditional outdoor narrative. We’re colorful, joyful, purpose-driven, and welcoming to all. This combination of accessibility and personality is rare in this industry.
Looking ahead, we’re focused on scaling that magic, showing up in unexpected places, leaning into our bold, joyful designs, and proving that the outdoors is for everyone. We’re building for the 90 percent of the outdoor market made up of casual and active adventurers, not just core users. A recent report from the Outdoor Industry Association highlights that these everyday adventurers now drive the vast majority of outdoor spending, and they’re seeking gear that fits their lifestyle, not a rigid definition of what it means to be an outdoor consumer. We are positioned perfectly to meet this moment, and we believe this approach will keep both our brand and the entire industry relevant.
SGB: Cotopaxi has made several changes to its management team over the last few months. How has the brand been performing?
Shumlas: Yes, the past year has brought both challenge and opportunity – not just for Cotopaxi, but across the outdoor industry, along with many other industries. We’ve felt the broader pressures of shifting consumer behaviors and have taken advantage of the opportunity by leaning into our strength as an outsider brand and building our team with experts from diverse industries.
Our ability to remain nimble and reach consumers beyond our core has resulted in six consecutive months of positive growth, both financially and globally. We’ve built a strategic storefront expansion plan that includes two recent pop-up shop launches, while also making big moves in global markets, including Japan. Additionally, we’re expanding our wholesale footprint beyond traditional outdoor channels, partnering with accessible active lifestyle retailers where our consumers are shopping.
SGB: What changes have you made since taking over as CEO? What areas are you focusing more (and less) on?
Shumlas: Stepping into the CEO role during a time of industry-wide change has made it clear how important it is to stay focused on what really matters and to build a team of sharp, cross-industry experts who can help drive our vision forward. For Cotopaxi, this means expanding access to adventure-ready gear while staying true to our founding mission: using business as a force for good. My focus is on continuing to create bold, inspiring products that help people get outside on their own terms, reaching more consumers, and building a sustainable business that can thrive within our changing market.
We’re leaning into what has always set us apart: redefining what it means to be an outdoor brand, not just through purpose, but in product, design, and the consumers we serve. This means expanding our retail presence, increasing our global reach, and strengthening our wholesale partnerships. What doesn’t change is our positioning at this unique intersection, where outdoor performance meets lifestyle, and where business success drives meaningful social impact. That will always be at the core of who we are and how we grow.
SGB: Is retail expansion still a focus?
Shumlas:Retail expansion remains a key focus for us, but we’re approaching it with greater intentionality. Cotopaxi has always been a community-first brand, from our early days hosting Questivals to now building purpose-driven retail spaces that bring people together. Our stores are more than just a place to buy products; they’re hubs for connection, creativity, and doing good. That’s why you’ll find many of our locations near vibrant campuses, such as Georgetown, Boulder and Boston, where we can engage directly with students and young changemakers who care about impact, adventure, and good design.
SGB: How do pop-up stores fit into the retail opportunity?
Shumlas: Pop-ups play a role in this vision. Our new Georgetown pop-up is a natural evolution of that approach, and spaces like Brooklyn and D.C. provide us with the flexibility to test new markets while still creating the same immersive, community-first experience.
SGB: What’s your priority for the wholesale level?
Shumlas: To continue deepening our relationships with key partners, including REI and Nordstrom, where we see strong momentum. Beyond the traditional outdoor channels, we’re intentionally expanding our wholesale footprint into new spaces—partnering with retailers like Free People Movement to reach the next generation of outdoor consumers where they already shop. It’s about meeting people where they are and introducing Cotopaxi to audiences. Currently, our sales are a healthy mix of wholesale and DTC. We view both channels as critical to our growth, and our goal is to continue balancing them strategically, utilizing DTC to share our mission while scaling wholesale to broaden product access and reach.
SGB: Can you elaborate on the urban consumer opportunity?
Shumlas: The outdoor industry is shifting, and we are uniquely positioned to lead the next chapter. While many legacy brands cater to hardcore outdoor enthusiasts, we’re focused on the growing number of consumers who want their performance products to be more approachable. Our customers don’t always see themselves in the traditional outdoor narrative. We offer a fresh take as an outdoor brand, and we proudly embrace being an outsider.
SGB: What’s the demographic of Cotopaxi’s core consumers these days?
Shumlas: Currently, our customers are predominantly female Millennials, with a 60/40 gender split, comprising many urban professionals who are single or new parents. They come to us for our joyful design, our values, and our gear that fits their lives: commuting, travel, a day hike, or weekend trips. The opportunities ahead are big, so we’ll continue to design versatile gear and show up where these customers live, work, and explore.
SGB: Cotopaxi has recently hired a Chief Marketing Officer. Are you making any tweaks to your marketing approach?
Shumlas: Bringing Craig Rowley on as our chief marketing officer marks a new, exciting chapter for Cotopaxi. His experience building purpose-led, consumer-driven brands is helping us refine and amplify our marketing approach. One major area Craig is digging into is the community. At Cotopaxi, community has always been at the heart of how we show up, whether it’s our llama-led Questivals, grassroots pop-ups or social media activations. One of our key areas of new investment is in influencers and creators to inspire and to rally our community. This content has become our most high-performing marketing effort that we are currently doing. In fact, we just launched our largest investment in a social-first, influencer strategy. For this campaign, we are targeting a younger audience and, specifically, college students and young professionals by partnering with community-aligned creators who reflect the brand’s curiosity, quirkiness and purpose.
SGB: Is Cotopaxi’s biggest business still backpacks?
Shumlas: Yes, packs which come in bright Del Dia deadstock offerings continue to be a core revenue driver for Cotopaxi, but across the board we’re seeing major traction with our most colorful and bold designs. Our most expressive, standout apparel styles have been among our fastest-sellers, with demand often outpacing supply. For example, our Losdos Zip-Off Hiking Pants, Sombra Sun Hoodie and Contiguo collection. It’s good to see that our boldest designs are moving, and it shows that our strategy is paying off.
SGB: What’s new on the product side?
Shumlas: Our product team is always thinking about what’s next to keep pushing boundaries and delivering bold, compelling designs. In 2025 alone, we launched exciting enhancements and expansions to two of our most recognizable and best-selling franchises: Fuego and Allpa. The new Allpa 26L Daypack and Allpa 50L Adventure Pack have quickly become standout additions to our Allpa pack lineup, surpassing sales forecasts. And, coming this Fall, we’re unveiling a fully revamped Fuego collection, featuring updated fits, modernized silhouettes, and an all-new Max Puff jacket for added warmth and style. Looking forward to 2026, we’re expanding into a new travel category in a bold way, so stay tuned for that.
SGB: Where are you finding growth internationally?
Shumlas: Cotopaxi sees double-digit CAGR growth globally, with major traction in new markets including Korea, Taiwan, and especially Japan, where we now have four flagship stores and a new pop-up in Shinjuku.
SGB: What role does Davis Smith have with Cotopaxi?
Shumla: As Co-founder, Davis was instrumental in building the brand to what it is today. He remains actively involved as a board member and deeply invested in our success. We expect him to continue championing Cotopaxi’s mission and helping ensure we stay true to the values the brand was built on.
Images courtesy Cotopaxi