Zeena Freeman, president of Black Diamond
Leading outdoor brand Black Diamond has appointed a woman it hopes will take over next year as its chief executive, replacing company co-founder Peter Metcalf.
The Utah-based firm announced former Sony and Gap executive Zeena Freeman is its new president.
The company said she will join the board of directors and it expects her to step up as chief executive by next June.
Mr Metcalf, who helped buy out Yvon Chouinard’s struggling Californian equipment company in 1989 to form Black Diamond, will continue in the meantime as a director and chief executive.
The company’s brands also include rucksack specialists Gregory, Swedish snow and cycling brand POC and Austrian Alpine safety manufacturer PIEPs.
Black Diamond said the move will help strengthen its position in the outdoor clothing market, e-commerce and retail.
Mr Metcalf said: “Zeena brings Black Diamond a wonderful combination of leadership, strategic thinking, brand management, and consumer product and omni-channel expertise.
“She is precisely the kind of strategic merchant and dynamic brand leader that we have been seeking, and we see her perfectly positioned to lead Black Diamond’s fastest growing brands through a multi-channel environment over the next decade.
“While we expect Zeena to succeed me as the next chief executive officer of Black Diamond, I intend to remain involved with the business for the long term, both as a director and as a senior executive responsible for public policy and advocacy, as well as playing an integral role with our culture, products and marketing.”
Ms Freeman said: “I’m thrilled to be joining the Black Diamond team. The Black Diamond Equipment, POC and PIEPS brands have been built over more than half a century by serving its passionate customers through innovative and beautifully designed products that also deliver exceptional quality and brilliant functionality.
“These brands offer a unique opportunity, anchored in the authenticity with which they have served the professional and core communities, and in existing and emerging areas such as apparel and personal accessories, to meet the growing, global consumer demand for an athletic, outdoor approach to living one’s life.”
