Exxel Outdoors Bolsters Its Big Market & Outfitter Group With Management Promotions & Hires, Fresh Brand Approach

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BOULDER, COLORADO – Spurred by sales growth, Exxel Outdoors has expanded its Big Market & Outfitter Group with management promotions and new hires as well as a fresh brand approach, to bring heightened focus, innovation and speed to market, announced Tory Upham, General Manager.

Upham has hired David Hirst as Vice President of Sales. Hirst holds over 10 years of leadership experience in outdoor recreational gear sales.

Three veteran Exxel staff have been promoted. Russell Rowell is now Vice President of Product & Marketing and Marily Melis has been upped to Marketing Manager for the entire business division. Nils Davis is now Director overseeing the Outfitter Group’s sales efforts.

“Dave, Russ, Marily and Nils bring the right mix of insight, experience, and entrepreneurial spirit I’ve been looking for in selecting these key leadership roles within the Big Market & Outfitter Group,” remarked Upham. “We’ve now built the organizational structure and talented team needed to deliver a fresh brand approach and innovative products that will increasingly engage our retailers and consumers.”

Big Market & Outfitter Group is the largest business group of Exxel Outdoors, consisting of two divisions. Outfitter targets the sportsman, hunting and fishing markets with its Slumberjack (SJK) and Master Sportsman brands. Big Market serves the needs of recreational adventurists of all ages with a camping and water sports focus including brands such as Wenzel, Suisse Sport, X2O Sports, Insta-bed and Exxel Kids. Exxel also holds several licensing agreements including Serta airbeds, Disney, Marvel, Dreamworks, and Sanrio.

Since 2011, Upham has been a key Exxel Outdoors sales executive. On the heels of Exxel’s acquisition of American Recreation Products two years ago, CEO Harry Kazazian appointed Upham to build the Big Market & Outfitter Group by merging the mass and mid-market products of both organizations. In 2016 Upham relocated to Boulder with his family to take on this larger role.

 The Outfitter Group will also be adding more sales staff to serve its growing sportsman, hunting and fishing categories. Interested sales professionals can explore current opportunities.

About Exxel Outdoors, LLC - Headquartered in Boulder, Colorado, Exxel Outdoors is a leading and one of the largest privately-held collections of outdoor recreation gear brands. It specializes in the design, manufacture and marketing of high quality equipment for a variety of outdoor adventures. Side-by-side with the Big Market & Outfitter Group, Exxel has the Outdoor Performance Group, consisting of specialty brands Kelty, Sierra Designs and Ultimate Direction. Additionally, Exxel has developed the largest sleeping bag manufacturing facility in America, and the most efficient one of its kind in the world, located in Haleyville, Alabama. Visit:www.exxel.com

Press Contact: Dahlia Greer, Director of PR, dahlia@exxel.com. 

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