Exxel Outdoors, announced senior management promotions and the creation of a new group, the Outdoor Performance Group. This division includes Kelty, Sierra Designs, and Ultimate Direction. Eric Greene, previously the general manager of Kelty, has been promoted to division vice president and general manager, while Andy Russell, previously Kelty director of field sales, was named vice president of sales for the new entity. In addition, Rick McCabe, a 30- year veteran of the outdoor industry, is now vice president of product development and innovation of the Outdoor Performance Group.
Greene will now oversee Kelty, Sierra Designs and Ultimate Direction, in addition to any new future specialty oriented brands brought into Exxel Outdoors through acquisition. Specifically, Greene is responsible for all aspects of business for the group including overall strategy, forward direction, branding, marketing, sales plus full profit and loss responsibility.
Russell will work closely with the rep. force, as well as nurturing relationships with retailers across the U.S. McCabe will handle sourcing, new product development and innovation efforts, having previously held positions at L.L. Bean, Cabela’s, Gander Mountain, Dick’s Sporting Goods and 5.11Tactical.
“Eric, Rick and Andy have the skills to take these iconic brands to the next level,” said Jim Hesse, chief marketing officer at Exxel Outdoors. “Under Eric’s leadership, Kelty has seen strong double digit growth and momentum based on the brand revitalization, a fresh marketing approach and a clear focus on product innovation clearly resonating with retailers and consumers. As the formula worked well for Kelty, we look forward to applying this successful recipe for success to Sierra Designs and Ultimate Direction.”
