Patagonia Names Ryan Gellert CEO, Replacing Rose Marcario
Ryan Gellert was named CEO for Ventura, Calif.–headquartered Patagonia Works, the holding company for the influential outdoor brand Patagonia Inc. as well as separate Patagonia divisions in food, media, investments and joint ventures. Gellert previously served as the general manager for Patagonia’s EMEA/Europe, Middle East and Africa office, which is headquartered in Amsterdam. He came to Patagonia after serving as brand president for Black Diamond Equipment. Gellert will replace Rose Marcario, who resigned in June after increasing the company’s commitment to sustainability and activism. Patagonia also announced that Jenna Johnson was tapped to serve as head of Patagonia Inc. She will oversee the company’s apparel and equipment ventures.
Total Retail's Take: Gellert will be looked upon to continue the momentum that Marcario started, as she was responsible for overseeing the most prosperous time in Patagonia's 47-year history. In addition to driving bottom line gains, Gellert will be expected to continue the brand's commitment to environmental sustainability and activism. Being a socially responsible business, with a focus on environmentally friendly policies, is core to Patagonia's brand as well as its customers' personal beliefs. At a time when consumers are more likely to shop with and purchase from brands that they believe share common values and beliefs as their own, Patagonia is at the forefront of this movement. This new management team will be tasked with upholding as well as building upon the initiatives that Marcario has put into motion.