Marmot GM Joe Flannery takes on ExOfficio as Newell's SVP of tech apparel


Marmot GM Joe Flannery is promoted, and will now lead Newell's technical apparel division.

Joe Flannery has left his post as general manager of Marmot to take on a new gig with parent company Newell, leading both Marmot and ExOfficio.


His new title is Newell Brands Senior Vice President and General Manager of Technical Apparel. Mark Martin, longtime president of Marmot, has left the company.

In his new job, Flannery said his primary focus at the outset will be to continue the legacy of the two brands, which have been profitable and grown steadily except for Great Recession years in which much of the industry stagnated.

Flannery also sees an opportunity—and critical need—to grow the bases of both brands. This year was the first in nearly 20 years, outside of the Recession, that the outdoor industry has seen a decline, he said, adding that consumer participation has shifted: Yes, there’s a growing number of people taking one- or two-night camping trips or casually hiking in our national parks, but fewer people identify with the ethos of the hard-core, aspirational outdoorists that are so often pictured in ads.

Newell Brands has a long history of expertly analyzing consumer market trends, Flannery said, which gives him confidence in the future growth of the two companies he now manages.

"We will exponentially increase our focus on selling experiences, and adventures that are attainable,” Flannery said. He also plans to expand and place a greater emphasis on the brands’ existing campaigns to drive more people outdoors.

As demographics change, and interest in outdoor activities shifts, it has become pressing for the outdoor industry to hook young children on nature. That's a personal passion for Flannery, but also a matter of survival for the industry.

“For the first time, I would say the changes in climate, as well as sport participation and activity in the outdoors, is starting to have an adverse affect on our business,” Flannery said. “It’s not just the right thing to do, but the critical thing to do.”

Currently, there are no plans to fill Flannery’s previous position as Marmot GM, though Brian Thompson will continue his role as GM of ExOfficio.


Image placeholder title

Marmot’s Joe Flannery Tapped to Lead Newell Technical Apparel Division

Rohnert Park (CA): Outdoor clothing, apparel and equipment manufacturer, Marmot Mountain, LLC, is pleased to announce that Joe Flannery has been recently promoted as Newell Brands Senior Vice President and General Manager of Technical Apparel, which includes Marmot and ExOfficio more


Joe Flannery talks business aspects of Marmot and the future

Joe Flannery has taken the lessons learned at his previous jobs to spearhead all business aspects for Marmot and sister brand ExOfficio. Here, he talks his past experiences, the "core and more" concept, and the future for Marmot as a Newell brand. Joe Flannery calls himself more

Brian Thompson, general manager of ExOfficio.

Q&A: ExOfficio's Brian Thompson on managing the people and processes behind the products

There’s a background story to every piece of new gear you see at outdoor retail. There are tales of design concept, manufacturing and marketing, right down to how the company hired and kept the employee who came up with the next great idea. Bringing all those pieces together is more


Joe Flannery: Marmot’s New General Manager Brings Wealth of Global Industry Experience

Rohnert Park (CA): Marmot is pleased to announce Joe Flannery as the company’s first-ever General Manager, a new position with global responsibility for product, sales and marketing. Flannery, well-known for growing and fortifying several prominent outdoor industry brands, brings more


Marmot Super (Bowl) Sizes Marketing Message

What happens when one of the largest consumer goods conglomerates in the world purchases one of the largest outdoor product groups in the world? Apparently, they go to the Super Bowl together. And Marmot, part of the Jarden Corporation -- which owns 120 brands including more more


Marmot restructuring leads to 6 layoffs

Marmot laid off 6 employees last week because of a restructuring process intended to make the brand more relevant in the global marketplace. Those laid off included Tom Fritz, vice president of marketing, and VP of Sales, Andy Welling. Fritz had been with the company for 18 more


POLL: Was Marmot’s Super Bowl ad good, clean fun, or epic fail?

Marmot’s first Super Bowl ad aired to mixed reviews, according to reactions on social media and major news outlets that ranked and reviewed ads throughout the evening. While many thought the marmot was adorable, including The Oregonian, which said was one of the best more


Gear trends: 2015/16 Adventure travel gear

Throughout the next month, SNEWS will recap its coverage of Outdoor Retailer Winter Market 2015 with select stories from the O.R. Daily we published at the show Jan. 20 – 24. It’s an opportunity for you to catch up on stories you might have missed in O.R.D., and for us to update more

Cotopaxi backpacks

Trump did something really good for the outdoor industry. No, really. We're being serious.

President Donald Trump issued a proclamation Thursday that will lower costs for backpack, duffel bag, and other travel goods manufacturers. The "Presidential Proclamation to Modify Duty-Free Treatment Under the Generalized System of Preferences and for Other Purposes" is a "major more