SOG Specialty Knives and Tools has named Chas Fisher as its new vice president of sales.

With nearly 30 years of experience in the outdoor industry, Fisher joins SOG just as the company readies to shine the spotlight on its new product line at the 2018 Shooting, Hunting and Outdoor Trade Show in Las Vegas.

Before joining SOG, Fisher served as the COO of Verde Brand Communications. He also held the vice president of sales position at Cascade Designs, was president of Nikwax North America and was the marketing director at La Sportiva.

“Chas has developed a world of expertise working in a wide swath of markets and channels,” said Joe Mc Swiney CEO of SOG. “He’s the right person to help lead us through these fast-paced changes taking place on the sales landscape at both the wholesale and retail levels.”

“SOG has a solid, loyal following in both outdoor and tactical market segments,” Fisher said. “With a revitalized brand focus and product direction, SOG has an extraordinary opportunity to both strengthen our dedicated following and expand the customer base into additional markets and channels.”