by Stephen Garner
Jon Hoerauf

Herschel Supply Co. announced on Tuesday 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. Under Hoerauf’s leadership, the brand will continue its growth through both its international wholesale and direct-to-consumer channels, brought to life through its storytelling. He is also expected to oversee the brand’s expansion into other product categories and verticals.

Hoerauf joins the company from Arc’teryx, a high-performance outdoor apparel company, where he first served as vice president of global commercial in 2012. During his eight-year tenure, Hoerauf helped grow the brand into a best-in-class commercial organization that offers its core consumers an enriched brand experience. In 2016, Hoerauf stepped into the role of president and general manager, leading the company through unprecedented global growth. He also served as president of apparel for Amer Sports, a sporting goods company that includes Salomon, Arc’teryx, Peak Performance, Atomic, Suunto, Wilson, and Precor within its brand portfolio.

Prior to Arc’teryx, Hoerauf spent more than a decade at The North Face, where he served as global product director for Summit Series, its collection of high-performance products, as a leading member of the team that propelled the business from $100 million to over $2 billion.

“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 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,” commented 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.”