Sendero Hires Heavy Hitter to Lead Product and Design
Sendero Provisions Co., the Western-influenced, outdoor lifestyle apparel brand has hired a heavy hitter to lead product design.
New EVP for Merchandising and Design Ryan Case has an extensive resume at companies such as Dickies, Adidas, Converse and Puma.
Most recently at Dickies, he served as vice president of merchandising and design for the brand’s workwear division. Case also worked in the action sports space as category product director for skateboarding and snowboarding at Adidas, among other roles at the company. In addition, he spent nine years at Converse, including as global footwear product director for Chuck Taylor Men’s.
Sendero, based in Waco, Texas, is mainly distributed in the outdoor market and in some lifestyle boutiques, is also making a play in the surf and action sports space, and has hired executives that come from the channel, including Mike Lawson, the former Brixton vice president of sales for North America, who joined Sendero a year ago as an equity partner and CCO.
Spring 2024 from Sendero Provisions Co. Photo courtesy of Sendero.
Another newish hire includes Byron Bergsto, who joined in January as Sendero sales and retail marketing manager. The sales veteran previously served as U.S. sales manager at Brixton and, prior to that, worked at Vans.
Lawson and Sendero founder and CEO Hunter Harlow told SES that they had been on the hunt for the right person to fill the critical head of design and merchandising role for a while.
“We are thrilled to continue expanding on the bold, exciting, and unique products that have become synonymous with Sendero,” Lawson and Harlow said in an emailed statement. “With Ryan’s career experience and, more importantly, his genuine passion for what it means to be ‘Sendero,’ we’re excited to see the mark his leadership and perspective leaves on the future.”
Learn more about Sendero’s growth and its strategy for the future in our interview with CEO Hunter Harlow.
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