Julie Baxter has been appointed vice president of the Moving Comfort brand. Baxter brings more than 20 years of industry experience with a lifelong passion for womens fitness and the outdoors. Her professional career includes retail and product development experience, including 17 years of developing and influencing the REI branded products.
“We have known Julie for many years and are thrilled that she will be Moving Comforts new leader,” said Moving Comfort co-founder and retired President Ellen Wessel. “Julies clear and intuitive understanding of what women need make her the perfect fit to lead the brand thats been dedicated solely to womens fitness for 29 years.”
Baxter will lead a committed team of designers and developers devoted to providing women with the essential equipment needed to pursue their fitness objectives. Her principal areas of focus will be developing and executing strategy for the Moving Comfort brand globally, from concept to marketplace.
“Moving Comfort has an opportunity to do great things for women and I am delighted that Julie has accepted this challenge to join the team in this quest. She has the energy, integrity, and experience to take this highly respected brand to the next level,” said Jim Weber, president and CEO of Brooks Sports.
Prior to her Moving Comfort appointment, Baxter served as director of brand management, design and development of REI Gear & Apparel, where she drove the REI private label to where it is today, a staple business bringing in more than 20 percent of REIs total business. Before assuming that position in 2003, she held a variety of other positions within REI, such as director of merchandising management-actionsports, merchandise manager-outdoorwear, and product manager for outerwear, rainwear and footwear.
Baxter also influenced REIs fitness line, as it was her insight into consumer needs that sparked the development of REIs cycling, trail running and yoga private labels.
