Turtle Fur has promoted Erika Canfield, currently VP of marketing and e-commerce, to CEO, effective August 1.
She succeeds Jim Osgood, who stepped down in December as CEO of Turtle Fur last December. Mike Bross, a strategic advisor at Lakeside Partners and owner of Oceano Advisors, has been serving as interim CEO.
Canfield joined the Vermont-based maker of outdoor and lifestyle headwear and accessories in October 2022. She was formerly the VP of Global Marketing at Carbitex and, prior to that, the VP of Marketing at Outdoor Research. She also held marketing roles at Stanley and Aladdin.
“The board is thrilled to have Erika stepping into the CEO role,” said Turtle Fur Chairman of the Board, Rob Harris. “Her track record in building brands, driving growth, and inspiring teams speaks for itself. We have full confidence in her ability to lead Turtle Fur into its next era with clarity, creativity, and purpose.”
Canfield’s appointment comes at a time of momentum for Turtle Fur as the brand broadens its product range from traditional winter items to include lifestyle and performance accessories for year-round use.
As Turtle Fur’s first female CEO since its founder, Millie Merrill, invented the fleece neck warmer over 40 years ago, Canfield shared her vision for the company: “I’m deeply honored to step into this role and continue building on Millie’s incredible legacy,” said Canfield. In today’s dynamic landscape, a strong brand is our most valuable asset. We’ll double down on brand building with strategic intent and execution, strengthening our identity, expanding our presence, and ensuring our unique value resonates deeply with our customers.
“Our 43-year history is a testament to the passion of our team and the unwavering support of our consumers. It’s their loyalty that has fueled our success, and I’m thrilled to have the opportunity to build upon that incredible brand legacy to drive growth and connect with our consumers in new and exciting ways.”
Images courtesy Turtle Fur
