The North Face makes sales agency updates

Outdoor apparel, equipment and footwear supplier The North Face has made key leadership and organizational changes to its sales agency partnerships.

Redpoint sales team owner Scott Lustig was appointed last month as a new principal sales representative. Lustig is collaborating closely with The North Face leadership in his new role including Tony Erlick, VP of sales; Steve Cuthbert, director of sales for the East; and Johnny Hawthorne, director of sales, Footwear. Lustig is responsible for the growth and leadership of the brand’s partnerships with outdoor specialty retailers, running, action sports and sporting goods stores in the south east territory. He is assuming responsibilities for John Fellers, previously principal sales representative and owner of First Ascent Sales, LLC.
“Scott’s history with The North Face as sales director, and with our sister brand, Timberland, as VP of sales gives him a unique insight and understanding of our business,” said Erlick. “I am confident that his broad experience with The North Face and our parent company, VF Corp., will enable Scott to continue to foster strong relationships with existing partners and propel dynamic growth in his territory to the next level.”
Outdoor Product Sales Association, one of The North Face brand’s current sales agency partners, is splitting into two agencies to more comprehensively serve the Midwest territory, which encompasses 16 states. Partnerships with outdoor specialty retailers, running, action sports and sporting goods stores have grown significantly during the past 12 years, and the agency change will enable added leadership and resources for each region.
Outdoor Product Sales Association’s Dallas, Texas, office, will remain under the same name and will continue to cover eight southern Midwest states (Ark., Iowa, Kan., Mo., Neb., Texas, Okla. and La.) with Michael Benedetto continuing to lead as principal sales representative for the company. In his role, Benedetto will take a deeper focus on the southern region as a priority, bringing insights and experience from having previously managed the entire Midwest, the largest territory for The North Face, for 12 years.
The newly formed agency, Lakeshore Outdoor Sales, will be based in Chicago, Ill., and will cover eight northern Midwest states (Ill., Ind., Mich., Mn., N.D., S.D., Ohio and Wis.). Alex Brown will serve as principal sales representative. Brown will collaborate closely with The North Face leadership including Erlick; Troy Sicotte, director of sales for the Midwest and national specialty; and Johnny Hawthorne, director of sales, footwear.
“Alex has proven himself in the Outdoor industry since launching his career in a well-known Midwest specialty shop. He’s progressed as a leader amongst the sales force, bringing great ideas and solid strategy,” said Sicotte, “We’re excited to elevate and partner with a leader like Alex who has significant passion for core specialty retail in this role.”



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