Dive Brief:
- Columbia Sportswear Company named Peter Bragdon and Joe Boyle co-presidents effective Wednesday, the company announced. They will continue to report to chairman and CEO Tim Boyle, a member of the founding family of the brand.
- The leadership shakeup is part of the Portland, Oregon-based brand’s long-term succession plans. While Bragdon and Joe Boyle will now oversee commercial opportunities for the brand, Tim Boyle will maintain his roles as CEO and chairman.
- Under the new structure, Bragdon will manage the company’s international businesses, as well as the Mountain Hardwear, Sorel and prAna brands. Joe Boyle will be in charge of the Columbia brand and the North American business, which was consolidated under him this summer.
Dive Insight:
Columbia is laying plans for the brand’s future by elevating two company veterans to president roles. In a statement on the move, Tim Boyle praised Bragdon as a “trusted advisor and a key strategic leader” and credited his son Joe Boyle with crafting the Columbia brand’s strategy.
“I have spent most of my life growing the company and its several brands. Protecting the brands, with the help of many dedicated colleagues, while expanding our global footprint, has been a source of great pride,” Tim Boyle said in the release. “As the company returns to growth, new opportunities will be developed, and enthusiastic leadership will be in place to take the Company to the next level.”
To help with Bragdon’s transition to president, Columbia has also appointed Richelle Luther as executive vice president, chief administrative officer and general counsel. Jana Humble was also named senior vice president and chief human resources officer.
Columbia Sportswear has already undergone a brand refresh this year. In August, the company introduced a multiseason “Engineered for Whatever” ad campaign showcasing the durability of its gear. In addition to the new ad, the brand updated its typeface, logo lockup, color palette and other assets for its social, digital and retail channels.
The rebrand and leadership change come amid a challenging period for the company. In its third-quarter earnings report, Columbia’s net sales rose 1% year over year to $943.4 million. And while its net income plunged 42% to $52 million, its operating income dropped 40% to $67.4 million.
“In the U.S., we are focused on revitalizing the Columbia brand through our Accelerate Growth Strategy,” Tim Boyle said in the company’s Q3 earnings release. “The launch of our new brand platform, 'Engineered for Whatever,' was a major milestone — celebrating the extremes of outdoor adventure and rekindling the brand’s irreverent spirit from the '80s and '90s. The early response has been overwhelmingly positive, and we intend to build upon that momentum with a robust pipeline of differentiated activations and other media investments during the important holiday sales period ahead.”
