VANCOUVER, BC, March 9, 2021 — Herschel Supply Co. announced today that Jon Hoerauf will join the company as Chief Executive Officer, effective immediately. Hoerauf brings nearly two decades of experience as a global executive in the outdoor apparel space to this newly created role. Herschel Supply, which recently celebrated its ten year milestone, has established itself as a leader within the bag category and continues to experience global expansion. Under Hoerauf’s leadership, the brand will continue its impressive growth through both its international wholesale and direct-to-consumer channels, brought to life through their penchant for rich storytelling.
“Jamie and Lyndon have built a phenomenal brand that is ultimately a design company at its core,” said Jon Hoerauf, Chief Executive Officer. “This excites me not only from a product standpoint, but also in seeing how they have designed the organization for success. With the company being ten years old, it has an unbelievably strong foundation and huge opportunity to further disrupt the category with its product and storytelling. I take great responsibility and pride in being a steward for what they have built.”
“With collaboration at top of mind, finding a seasoned leader like Jon who we can join forces with, and who can bring out the best in us, our team, and our partners, is something we’re really excited about,” said Lyndon Cormack, Co-Founder and Managing Director of Herschel Supply Co. “We want to ensure we’re exploring every avenue that drives value to anyone who has a touchpoint with our brand.”
“Bringing Jon on board will allow Lyndon and I to focus our energy and passion around the things that get us most excited — expanding our business, innovating our products, and continuing to evolve creatively,” added Jamie Cormack, Co-Founder and Managing Director of Herschel Supply Co. “Our ten year anniversary felt like the perfect milestone to bring on a CEO with the expertise to take us into this next chapter.”
Throughout his career, Hoerauf has structured commercial strategies for outdoor apparel brands at a global level. He joined Arc’teryx, a high performance outdoor apparel company, in 2012 as VP, Global Commercial. During his eight year tenure, Jon helped grow the brand into a best in class commercial organization that offers its core consumers an enriched brand experience. In 2016, Jon stepped into the role of President and General Manager, leading the company through unprecedented global growth. He also served as President, Apparel for Amer Sports, a sporting goods company that includes Salomon, Arc’teryx, Peak Performance, Atomic, Suunto, Wilson, and Precor within their brand portfolio.
Prior to Arc’teryx, Jon spent more than a decade at The North Face, where he served as Global Product Director for Summit Series, their collection of high-performance products, as a leading member of the team that propelled the business from $100M to over $2B. At Herschel Supply Co., Hoerauf is expected to oversee the brand’s expansion into other product categories and verticals.