Woolrich has named Keith Reichelderfer director of men’s merchandising.


He will be responsible for directing all merchandising efforts including product development, strategic planning and implementation for all men’s products.


“Keith is a great addition to our team as he has the experience and shared vision that is essential for our continued success,” said Rick Insley, senior VP of merchandising, retail & licensing.


Reichelderfer has over 25 years experience in apparel and outerwear merchandising. He joins Woolrich from The Sports Authority where he held numerous positions during his seven-year tenure there. He most recently held the position of SVP, GMM for all outdoor areas and was key in the strategic redefining and positioning of national and private brands.


“Woolrich has an amazing heritage and all the while has been able to remain relevant,” said Reichelderfer. “It’s not often you have opportunities to work with such a venerated brand and I’m thrilled to be joining the Woolrich team.” Reichelderfer and his wife are residing in one of the company’s homes on the Woolrich campus until they find their new home.