In the wake of significant investments from its new parent company, Royal Robbins is undergoing a brand transformation, bringing aboard 11 new personnel in the last six months. The company also has opened a new global headquarters in downtown San Francisco, and has moved its distribution operations into a new state-of-the-art distribution facility in Louisville, Colo.
All of these investments by parent company Fenix Outdoor are aimed at ensuring a brand that has been a legacy part of the outdoor industry for five decades is well poised as it looks to the future and its next phase of growth.
Company hires since July have included four new members of the Royal Robbins executive team: Tom Shores as director of sales, Annelene Cura-Penos as director of operations and supply chain, Kari Rice as director of marketing, and Erik Tjerneld as European general manager.
Shores brings more than 20 years of sales management
experience in the outdoor industry with brands including Mountain Hardwear,
Stanley, and Columbia. In his new position, Shores will not only lead all sales
efforts but will develop forward-looking strategic plans to ensure sustainable
Tjerneld joins Royal Robbins in a newly created position as European GM after spending the past seven years working within Fenix Outdoor in Europe. As European GM, Tjerneld is already leading sales growth for Royal Robbins in Europe, said the company.
Cura-Penos joins Royal Robbins with more than 20 years background in production, sourcing and supply chain strategies working for major apparel retailers including Gap and Gymboree. Her extensive global sourcing experience is expected to evolve and streamline the entire Royal Robbins supply chain.
As director of marketing, Rice will oversee strategic marketing solutions to support the brand’s focus on the active travel consumer. Rice has more than 15 years of experience at premium brands including Mountain Hardwear and Ariat International.
“With these new hires, we have two key themes in mind, that is underscoring to consumers who we are and what the brand stands for, and better servicing our dealers,” said Michael Millenacker, president and CEO of Royal Robbins. “Each new member of our executive team brings a wealth of experience to their position and to our culture as we focus on delivering on our promise to better enable active travelers.”
Royal Robbins is also expanding its global footprint. The brand is undergoing retail expansion in Europe through Fenix’s vast retail network, including Fenix-owned retail stores: Globetrotter, Naturkompaniet, Partioaitta and Friluftsland — the largest outdoor retailer network in Europe. Royal Robbins is now also distributed through Fenix’s network of global showrooms throughout Europe, as well as Asia Pacific.