Bruckmann, Rosser, Sherrill & Co. (“BRS”), a New York-based private equity firm, announced today that Michael Millenacker has rejoined Royal Robbins as its new CEO, effective immediately.
In his new role, Millenacker will be responsible for developing global brand strategy, overseeing the product line for Royal Robbins worldwide, and for the profitability of Royal Robbins. Millenacker will also serve on the Board of Directors of BRS Outdoor Holdings, LLC, the controlling entity of Royal Robbins and Evolv Sports & Designs, LLC.
Millenacker, shown to the right, brings more than 20 years of outdoor industry experience. Starting his career at Royal Robbins, he moved up to the role of Director of Sales and Marketing. He then joined Eagle Creek and spent seven years with VF Corporation as President of Eagle Creek and then Vice President of Sales at The North Face. Most recently, he was the General Manager US at Fox Head, Inc.
“Michael has a deep understanding of the Royal Robbins culture, brand positioning, and the outdoor consumer,” said Stephen Sherrill, Managing Director of BRS. “His track record of developing brand strategies and building successful management teams focused on consistent global execution makes him ideal to lead the continuing growth of the business.”
Sherrill expressed his gratitude to Bob Orlando, former CEO, for steering the company for over a decade through multiple changes in ownership.
“We also see Michael as an integral leader at BRS Outdoor Holdings as we look to expand with future acquisitions,” Sherrill said. “With Michael Millenacker taking over the helm, our future could not be brighter.”
“I’m thrilled to be returning to Royal Robbins. This is where I started in the outdoor industry, and it helped shape me and my career,” said Millenacker. “I’m honored and extremely motivated to give back to the brand that set my path. Royal Robbins has an incredible story and I’m looking forward to working with the team to set the brand on an accelerated course while staying true to our heritage.”
About Royal Robbins
Founded in 1968 by climbers Royal and Liz Robbins, Royal Robbins is a leading designer, manufacturer, and retailer of outdoor and travel apparel. The brand has gained worldwide recognition for its active lifestyle clothing and commitment to the core customer. It has built a reputation of integrating technical features for consumers seeking performance-oriented garments, with the style and comfort to cross over into everyday life. Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty retailers throughout the U.S. and abroad.
About BRS
BRS is a New York-based private equity firm with $1.4 billion of committed capital under management in three investment partnerships, focused on investing in middle market consumer goods and services businesses.
