Sierra Designs Unveils Reinvigorated Brand Strategy

June 5, 2016

Heritage brand pushes forward under new management

Sierra Designs, a heritage outdoor brand that has been creating groundbreaking products for more than 50 years, is pushing ahead with a reinvigorated brand identity and powerhouse management team. Eric Greene, formerly Kelty’s general manager, has taken the reins as GM and division vice president of the recently formed Exxel Outdoor Performance Group, which includes Sierra Designs, Kelty and Ultimate Direction. Greene leads a strong team that embodies Sierra Designs’ pioneering and entrepreneurial spirit.

“Each brand under the Outdoor Performance Group will remain distinctive and powerful with their own product strategies, but we are all better together because of the back-end alliances and efficiencies we create,” says Greene. “Sierra Designs is poised for significant growth with its brand revitalization, a major disruptive marketing push and the development of some amazing new products, and now we have the resources and team to really take things to the next level.”

Under the leadership of Rick McCabe, a longtime industry veteran who was promoted to VP of product development and innovation, and newly hired senior product manager Stephen Barnes, Sierra Designs is defining itself more clearly as an adventurous brand that lives up to its tagline of “Miles from Ordinary.” The brand is building on the success of breakthrough products like the Backcountry Bed with a new line of equipment that offers innovative technology at an attainable price. This includes a limited edition tent and backpack collection designed with Andrew Skurka, a National Geographic “Adventurer of the Year.” The brand is also revamping current products with cutting-edge features, like the new integrated comforter in the Zissou and Eleanor sleeping bags and the Flash tent’s retractable rain fly. The Sierra Designs apparel division is also working on a slate of new technologies centered around the “Miles from Ordinary” mandate.

“Not only do we have some incredible products coming down the pipeline, we’re making unique upgrades, and with the group synergies we are creating, are able to offer some of our best-sellers at highly attractive, more attainable price points,” says Greene. “We want Sierra Designs to inspire people to be fearless and take on adventures with products that are technically advanced without losing that cool factor.”

Sierra Designs is also increasing its marketing endeavors with disruptive efforts. Examples include an increased digital presence with a redesigned website, attention-grabbing social campaigns and partnerships with ambassadors like the Packing It Out team, which is currently thru-hiking the Pacific Coast Trail to pick up trash.

Known as a forward-thinking outdoor brand that pushes the limits of game-changing design without sacrificing style, Sierra Designs is positioned to be the brand that intrigues and attracts retailers this summer buying season.

About Sierra Designs

Sierra Designs was born in 1965 with a pioneering spirit into the world of backpacking and camping. Today, our crew of outdoor enthusiasts and seasoned explorers are on a mission to fundamentally redefine how we venture in the backcountry. We create outdoor equipment and apparel driven by technology and fearless approaches to keep adventurers miles from anything ordinary. Find more information at www.sierradesigns.com.