Outdoor apparel veteran joins Herschel Supply Co. as company's first-ever CEO

Mar 12 2021, 1:21 am

Outdoor apparel veteran Jon Hoerauf will join Herschel Supply Co. as the company’s first ever Chief Executive Officer.

Hoerauf shared with Daily Hive that he plans to continue the Vancouver-based global travel lifestyle brand’s growth by focusing on Herschel Supply’s values and vision.

Jon Hoerauf, Chief Executive Officer, Herschel Supply Co. / Photo Submitted

“Herschel has been well-curated and intentional in its first 10 years,” said Hoerauf in an interview with Daily Hive.

“Consumers who experience our products love them and they want a deeper connection with the brand. This allows us many opportunities for the future—the key will be to figure out which ones best align with our vision and focus on those.”

“More and more, people are spending time outside. The pandemic, combined with people taking stock in what is important to them in their life, has allowed them to re-prioritize where they spend their time. Our consumers love the intersection of design, culture, fun and function that Herschel provides when they choose to wear our products outside.”

Hoerauf has nearly two decades of experience as a global executive in the outdoor apparel space. His previous roles included President and General Manager of outdoor apparel company Arc’teryx, President, Apparel for Amer Sports and Global Product Director for Summit Series at The North Face.


Herschel Supply Co. / Photo Submitted

Herschel Supply celebrated its 10th anniversary in 2020 and is popular for their line of backpacks, luggage, travel accessories, wallets, apparel, and more. Herschel products are sold in 94 countries with more than 10,000 stockists worldwide.

The new CEO is expected to oversee the brand’s expansion into other product categories and verticals, and Hoerauf said that he is ready for the opportunity.

“Jamie and Lyndon have built a phenomenal brand that is ultimately a design company at its core,” said Hoerauf.

“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 10 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.”

Jamie and Lyndon Cormack / Herschel Supply Co.

Lyndon Cormack, Managing Director and Co-Founder of Herschel Supply along with his brother Jamie, is excited to learn from Hoerauf’s extensive experience.

“Jamie and I spent the first 10 years of Herschel doing everything ourselves with an incredible team,” explained Cormack. “For our next chapter, we felt that a seasoned veteran leader with that been-there-done-that knowhow and experience would be the best way forward to guide us and Herschel to a fantastic future.

“Honestly, we really look forward to learning from Jon—how to be better leaders and how we can become a better brand. He has amazing experience from both The North Face and Arc’teryx and other things he’s done in his career.

“We continue to find ways to serve our customers’ needs and are always looking for new solutions to help them get from A to Z. This year, we will be releasing a ton of new products with sustainability top-of-mind.”

Daily Hive

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Daniel ChaiDaniel Chai

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