White Sierra is proud to announce they have hired Chris Elkins as EVP of Sales and Operations, and Nick Schwartz as VP Sales, to drive sales, further integrate the rep force with the brand and spearhead new initiatives as the company expands and invests in its 35th year.
“We’re looking forward to working with the level of experience that Chris and Nick bring to the organization,” said Paul Tsui, CEO of White Sierra. “We have many exciting stories coming up and are eager to leverage their minds and relationships to build momentum at retail, online and in general. We welcome them to our family and brand.”
As Executive Vice President of Sales and Operations, Elkins’ responsibilities will include sales planning and execution, marketing/brand development, and development of operational infrastructure to support growth. An industry veteran, Elkins’ has helped many brands increase sales and execution in the outdoor and healthy lifestyle categories, including Columbia, SKORA, Dahlgren Footwear, and others.
“I saw White Sierra as an opportunity to help a family-owned brand with great product and a great story jump-start their business,” said Elkins. “They have a great team in place, and I'm excited to work with them to continue on their growth trajectory.”
In his role as new Vice President of Sales, Schwartz will be responsible for developing a multi-tier selling strategy, improving the collection methodology for feedback from retail partners and integrate feedback into the product story, messaging, and operational execution. Schwartz’s 40 years in sales and marketing at international brands Penfield Sportswear, Columbia and Merrell Apparel, give him the experience and credibility to help move the brand forward.
“Having the opportunity to contribute to the next step of a family business is what is exciting for me and I look forward to doing what I can to help make that happen with the White Sierra team,” said Schwartz.
About White Sierra
Founded in 1979, White Sierra is a leading apparel manufacturer for outdoor and travel consumers. A family owned and operated business for 35 years, White Sierra’s mission is to offer reasonably priced, reliable product for the entire family. For more information, visit http://www.whitesierra.com.
About Terra PR
Terra Public Relations is an integrated media relations, brand and social media consulting firm for companies seeking to engage mainstream, travel, athletic, outdoor, LOHAS, sustainability, family and action sports media and community, on behalf of progressive companies with great products and a story to tell. Visit terrapublicrelations.com for more information.