EXCLUSIVE: Shinola, Filson Parent Company Names New CEO, Chief Marketing Officer

Bedrock Manufacturing Company, the parent company of renowned American brands Shinola and Filson, recently announced significant changes to its leadership team. These appointments are aimed at bolstering the company's capabilities and expertise in operating successful consumer brands.

Firstly, Bedrock Manufacturing Company named Klaas Wierenga as its new Chief Executive Officer (CEO). Wierenga brings a wealth of experience to the role, having previously served as the President of VF Corporation's Outdoor & Action Sports Americas division. During his tenure at VF Corporation, he oversaw iconic brands such as The North Face, Timberland, and Vans. Wierenga's extensive background in leading global consumer brands is expected to be instrumental in driving growth and innovation at Bedrock Manufacturing Company.

Additionally, the company appointed Erika Herrera as its new Chief Marketing Officer (CMO). Herrera joins Bedrock from Levi Strauss & Co., where she most recently served as Vice President of Global Brand Marketing for the Dockers brand. Throughout her career, she has held various marketing roles at Levi Strauss & Co., Nike, and Procter & Gamble. Herrera's marketing expertise and experience working with leading consumer brands will be crucial in developing and executing marketing strategies for Shinola and Filson.

These appointments come at an exciting time for Bedrock Manufacturing Company as it continues to grow and expand its presence in the market. With Wierenga's operational expertise and Herrera's marketing prowess, the company is well-positioned to capitalize on opportunities and further solidify its position as a leading player in the consumer goods industry.

Shinola is a Detroit-based brand known for producing high-quality watches, bicycles, and leather goods. Filson, on the other hand, is a Seattle-based company that specializes in rugged outdoor apparel and equipment. Both brands have gained significant recognition for their commitment to American craftsmanship and quality materials.

These appointments are expected to bring fresh perspectives and innovative ideas to Bedrock Manufacturing Company as it continues to build upon the success of its beloved brands, Shinola and Filson.