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 years and Welling was a 10-year veteran. The other four people were at the coordinator level.
The layoffs are part of a restructuring process that Marmot hopes will allow the company to be “more nimble” in the global marketplace, leverage a new technology platform to better serve their partners and customers, and create a deeper connection with the outdoor consumer, according to Mark Martin, Jarden CEO of technical apparel.
"The reality is that the traditional structure that we have had in place for the past 15 years for the sales and marketing departments does not have the relevance for today’s evolving retail landscape," says Martin. "The need for evolution in our approach to bringing product to market, how we collaborate with our retail partners, and how we ultimately communicate with the end consumer is the main driving force behind the restructure."
Marmot and its parent company Jarden have seen lots of action in the past several months. Jarden closed on a $15 billion merger with with household goods giant Newell Rubbermaid last month. Industry veteran Joe Flannery (former president of CMH Heli-Skiing and VP of Marketing at The North Face) joined Marmot as General Manager in January. And in February, Marmot made national news with a controversial Superbowl ad aimed at demonstrating that “Marmot is a brand for anyone that believes that everything is better outside,” Fritz told SNEWS before the commercial aired.
Flannery says the layoffs were in no way connected to the Superbowl ad, which generated an enormous amount of mass exposure for the brand but caused many insiders to scratch their heads at the messaging.
"Making the decision to evolve the company was incredibly difficult," Martin told SNEWS. "Change and evolution are hard. Knowing that the change impacts people directly is even harder."