OCEANSIDE,
Calif., April 17, 2024 /PRNewswire/ -- BRIXTON
today announced the appointment of Seth
Ellison, a Southern
California native and 40+ year veteran of the lifestyle
apparel and action sports sectors, to the role of Chief Executive
Officer effective April
22nd. Most recently, he was the Executive Vice
President, Chief Commercial Officer for Levi Strauss & Company
after having served for a decade in roles including Interim Levi's
Brand President, President of Levi's
Europe, and Global President of
the Dockers brand. Prior to Levi's, Seth served as EVP, Chief
Commercial Officer of Alternative Apparel in Los Angeles. He rounds out his diverse
experience across consumer segments, product categories, and
geographies with experience in Sports – Nike and Perry Ellis Swim – and his history in
action sports from VP of Design and Merchandise for Quiksilver to
his role as President of Hurley International.
Altamont Capital Partners Co-Founder,
Keoni Schwartz, shares that "We ran
a very comprehensive search and Seth's range of experiences was
unique. He started in sports and action sports but has spent the
last decade in lifestyle apparel; led brands equally relevant for
men and women; led both domestic and international businesses; ran
DTC businesses but is wholesale focused; he started in Design,
Merch, and Sales, but has led a variety of both small and very
large organization as President/CEO. Seth's breadth and depth will
both be immensely valuable as he leads BRIXTON through its
next phase of brand development and company growth.
"I couldn't be more excited to join the team at a
time when market turmoil creates an enormous opportunity for a
brand like BRIXTON", said Seth
Ellison. "Consumers want and our wholesale partners need
more from us in terms of brand leadership, innovative products,
consumer connection, and execution. BRIXTON has had a unique point
of view since its inception, an incredible price-value ratio in our
core products of hats and flannel, and a brand position at the
center of culture. We have all the right ingredients to become more
meaningful to our brand loyalists and our retail partners as well
as to introduce BRIXTON to new audiences."
Vickie Mrva, Chair
of the Board, added "I have to thank the entire team for the
incredible effort and results while we conducted the search. We
have a group of leaders who are both passionate about the brand and
immensely talented. Seth understands the brand and shares our
vision, but he will also be an excellent mentor and coach to help
elevate everything we do."
"When we created Brixton 20 years ago, we never
intended to be a classic action sports company. I didn't feel that
there was a brand that spoke to me and all the things we were
into," added David Stoddard,
Co-Founder and Chief Brand Advisor. "We all surfed and skated, but
we were equally influenced by music, since we were in a band
together. Unique fashion and style were important to us, or we
wouldn't have launched as a cut-and-sew hat brand. We were born
from Oceanside, so our culture and style were more blue-collar
versus the industry up North. We still believe that we are an
authentic and unique blend of all those influences and don't want
to be a brand that stereotypes the consumer. I'm thrilled that Seth
is joining us because he gets who we are and wants BRIXTON to
be a better BRIXTON. I always felt that we could be the 'Levi's for
the next generation', a brand that was both blue-collar and broadly
culturally relevant and that remained cool as it grew. Who could be
better as our next CEO than someone who has already executed my
aspiration?"
About Brixton:
Founded in 2004, Brixton is a high-growth,
omni-channel lifestyle brand headquartered in Oceanside, CA. It is a unique, blue-collar
oriented brand that was the first in Southern California to authentically blend
surf, skate, music, design, and fashion. It incorporates modern
classic styling with a core expertise in brimmed hats and the
flagship Bowery flannel program. The company distributes its
products across 1300 storefronts, seven owned retail stores, along
with a growing eCommerce presence. Brixton has demonstrated its
ability to grow while maintaining authenticity and is well
positioned to continue this trajectory. The brand has a loyal
global customer base across the United
States, Canada,
Europe, and Australia. The company is well-diversified in
categories including headwear, apparel and accessories which
are sold through wholesale, eCommerce, and retail channels.
For more information visit the website at
https://www.brixton.com/pages/our-story
About Altamont Capital Partners:
Altamont Capital Partners is a private equity
firm with over $4.3 billion of
capital under management, focused primarily on making long-term,
control investments in middle market businesses and established
sector leadership within the consumer apparel space with seven
investments to date. The firm is often drawn to companies
undergoing transition, either operational or strategic. Altamont's
approach relies on partnering with strong management, supporting
the business with our considerable resources, and bringing a
constructive and pragmatic mindset to drive significant long-term
value.
For more information visit the website at
https://www.altamontcapital.com
Contact: Ashley
Holthaus, ashley@brixton.com
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SOURCE Brixton