Lindsay Shumlas is beefing up her management team.
Shumlas was named chief executive officer of Cotopaxi in December, succeeding Damien Huang who exited the company in September. The 10-year-old, Salt Lake City, Utah-based B-Corp. company is known for its colorful backpacks, outdoor gear and ethical mission statement: Gear for Good.
Among her key hires are Craig Rowley, who has joined the company as chief marketing officer, and Sara Westbrook, who will be senior vice president of product and merchandising.
At the same time, Stephan Jacob, Cotopaxi’s cofounder, is also taking a more active role. Jacob, who has been chief operating officer and chief technology officer for the past 10 years, is now becoming chief global/business development officer. As such, he will oversee the brand’s growth in Canada, Europe, Asia and Latin American as well as in corporate and wholesale channels.
Rowley, who had worked previously at Nike, Mountain Hardwear, Shutterfly, Toyota and REI, will be responsible for steering the company’s marketing strategy and elevating Cotopaxi’s presence among consumers.
“I’m excited to work alongside our talented Cotopaxi team to continue to build our vibrant community of brand enthusiasts,” said Rowley. “Cotopaxi has always been about redefining what it means to be an outdoor brand. We are doubling down on that strategy as Cotopaxi continues to lead with bold, innovative gear and apparel to fuel adventures near and far.”
Westbrook, whose background includes Marine Layer and J. Crew, will work to develop unique outdoor apparel and gear for Cotopaxi.
“Thoughtful product curation and innovation is at the heart of what we do,” Westbrook said. “Our team is focused on creating products that enable and welcome people to the outdoor experience while minimizing environmental impact. I’m excited to work with the team to deliver products that solve problems for our customers, evoke joy and optimism, and champion the values we stand for.”
Lindsay Shumlas
Courtesy of Cotopaxi
Shumlas said the new leadership team “brings a wealth of experience in driving growth within gear and apparel, and this is going to amplify our commitment to sustainable and purpose-driven products. Craig has over 25 years of experience and his expertise in omnichannel marketing will be invaluable for our next phase of growth. And Sara will be playing a critical role in continuing to drive innovation and authenticity in our product lines.”
She continued: “This change underscores our reinvestment in innovation and growth, and we believe it positions us to better meet the needs of our customers — the outdoor community. We look at 2025 as really a pivotal year for us. We’re going to focus on strategies to ensure growth moving forward. And I’m really excited to have Craig, Sara and then Stefan in his new role to help support and drive this growth.”
Shumlas said that growing internationally is a priority for Cotopaxi and she believes Jacob is positioned to help the company achieve those goals. Currently, the company is in Canada as well as select markets in Europe and Latin America and there are two stores in Japan operated by a partner. She did not identify which countries Cotopaxi is earmarking for expansion.
Turning to product, she said the company will create “interesting and new variations of our most popular product lines.” What’s on tap for this year includes an expansion of the Allpa travel line, updates to the popular Fuego down puffer jacket, and a focus on its Contiguo collection which is created exclusively from deadstock fabrics.
Shumlas said that when the Contiguo collection was introduced, it sold out in 24 hours. “I think it really showcases that there’s a desire for this level of innovation from our customers. Every Contiguo drop will come with new materials based on what deadstock is available. There are a lot of opportunities to continue to expand on the current franchises that have been very successful. But you’re going to see a lot of innovation from us in the future, and that’s really what Sara will be leading.”
Craig Rowley
Courtesy of Cotopaxi
It will then fall to Rowley to get the message out. Shumlas said his initial goal will be “continue to build relationships with our community” both online and in the company’s 20 retail stores. He’ll also work on enhancing Cotopaxi’s wholesale relationships, she said. DTC and wholesale each account for about half the company’s business.
Cotopaxi started as a colorful backpack brand, but has since branched out into apparel and other complementary products. Early on, the brand attracted high-profile investors including Toms founder Blake Mycoskie through his Toms Social Entrepreneurship Fund, as well as Neil Blumenthal, the former classmate of cofounder Davis Smith from the Wharton School and the cofounder of Warby Parker and Harry’s. In 2021, Bain Capital Double Impact fund invested $45 million into the business. In 2023, Smith embarked on a three-year missionary leadership role in Brazil for the Church of Jesus Christ of Latter-day Saints. He is expected to remain on sabbatical for another 18 months and remains active on the board of directors.
