Fenix Outdoor has appointed Erik Burbank to the position of Global Brand President, Royal Robbins. Burbank, an industry veteran, with experience leading brands in the United States and Europe, will succeed Michael Millenacker, who is retiring at the end of the year. Burbank will report to Executive Vice President Fenix Outdoor Martin Axelhed.
Burbank comes to Royal Robbins with more than 15 years of executive leadership experience. He most recently served as KEEN’s General Manager of Outdoor and Vice President of The KEEN Effect, overseeing the brand’s environmental, social justice and governance initiatives.
He recently served as a board member for The Conservation Alliance. Prior to this, Burbank spent eight years with Helly Hansen in Oslo, Norway, where he led the brand as Chief Marketing Officer.
“Erik is an exceptional leader who brings the right capabilities to the Royal Robbins brand at the right time,” said Axelhed. “His global industry experience and outdoor consumer branding expertise make him ideally suited to take the helm of this iconic heritage brand and leverage the Fenix Outdoor platform to accelerate growth worldwide.”
Recognizing Millenacker’s tenure at the brand, Axelhed continued, “Michael has lived and breathed Royal Robbins for more than 12 years in his career and was instrumental in the acquisition and subsequent integration process when Fenix Outdoor acquired Royal Robbins in 2018. As Michael retires, we wish him the best in his new adventures, knowing he leaves the Royal Robbins brand in a strong position for Erik and the Royal Robbins team to build on.”
Millenacker stated, “I’m very fortunate and profoundly thankful to have spent my career in such an amazing industry with such outdoor-focused, passionate people. As I look to my next adventure, I feel extremely gratified to know that Royal Robbins has a very bright future as part of Fenix Outdoor. Even though I’m retiring, I am excited to be able to focus on other things that are important to me, including my continued involvement with the extraordinary conservation partners I have worked with throughout my career. I look forward to seeing the Royal Robbins brand build on its tremendous potential and continued success.”
To learn more, visit royalrobbins.com.
