Fenix Outdoor hired Erik Burbank, a former Keen and Helly Hansen executive, as global brand president, Royal Robbins, succeeding Michael Millenacker, who is retiring at the end of the year.
Burbank will report to Executive Vice President, Fenix Outdoor, Martin Axelhed.
Burbank is a 15-year veteran of the outdoor industry. He most recently worked at Keen as GM of Outdoor and vice president of The Keen Effect and recently served as a board member for The Conservation Alliance. Before that, Burbank worked eight years as chief marketing officer at Helly Hansen in Oslo, Norway.
“Erik is an exceptional leader who brings the right capabilities to the Royal Robbins brand at the right time,” said Axelhed. “His global industry experience and outdoor consumer branding expertise make him ideally suited to take the helm of this iconic heritage brand and leverage the Fenix Outdoor platform to accelerate growth worldwide.”
Recognizing Millenacker’s tenure at the brand, Axelhed continued, “Michael has lived and breathed Royal Robbins for more than 12 years in his career and was instrumental in the acquisition and subsequent integration process when Fenix Outdoor acquired Royal Robbins in 2018. As Michael retires, we wish him the best in his new adventures, knowing he leaves the Royal Robbins brand in a strong position for Erik and the Royal Robbins team to build on.”
Photo courtesy Fenix Outdoor
