Fenix Outdoor Appoints Erik Burbank as Global Brand President, Royal Robbins®
December 13, 2022
San Francisco, California (December 13, 2022) – Today, Fenix Outdoor announces that it has appointed Erik Burbank to the position of Global Brand President, Royal Robbins®. Burbank, an industry veteran, with significant experience leading brands in the U.S. and Europe, will succeed Michael Millenacker, who is retiring at the end of the year. Burbank will report to Executive Vice President Fenix Outdoor, Martin Axelhed.
Burbank comes to Royal Robbins with over 15 years of executive leadership experience. He most recently served as KEEN’s General Manager of Outdoor and Vice President of The KEEN Effect, overseeing the brand’s environmental, social justice, and governance initiatives. He recently served as a board member for The Conservation Alliance. Prior to this, Burbank spent eight years with Helly Hansen in Oslo, Norway where he led the brand as Chief Marketing Officer.
“Erik is an exceptional leader who brings the right capabilities to the Royal Robbins brand at the right time,” said Axelhed. “His global industry experience and outdoor consumer branding expertise make him ideally suited to take the helm of this iconic heritage brand and leverage the Fenix Outdoor platform to accelerate growth worldwide.”
Recognizing Millenacker’s tenure at the brand, Axelhed continued, “Michael has lived and breathed Royal Robbins for more than 12 years in his career and was instrumental in the acquisition and subsequent integration process when Fenix Outdoor acquired Royal Robbins in 2018. As Michael retires, we wish him the best in his new adventures, knowing he leaves the Royal Robbins brand in a strong position for Erik and the Royal Robbins team to build on.”
Millenacker stated, “I’m very fortunate and profoundly thankful to have spent my career in such an amazing industry with such outdoor-focused, passionate people. As I look to my next adventure, I feel extremely gratified to know that Royal Robbins has a very bright future as part of Fenix Outdoor. Even though I’m retiring, I am excited to be able to focus on other things that are important to me, including my continued involvement with the extraordinary conservation partners I have worked with throughout my career. I look forward to seeing the Royal Robbins brand build on its tremendous potential and continued success.”
About Royal Robbins ®
Founded in 1968 by world-renowned adventurers Royal and Liz Robbins, Royal Robbins® is a
leading designer, manufacturer, and retailer of outdoor and travel apparel. The brand has
gained worldwide recognition for its high-quality, functional clothing and commitment to
environmental and social responsibility. It has built a reputation for integrating technical features
for active travel consumers seeking performance-oriented garments—all with style and comfort.
Royal Robbins’ collection of men’s and women’s products can be found in outdoor and specialty
retail partners throughout the U.S. and abroad. To learn more, please visit royalrobbins.com.
About Fenix Outdoor
Fenix Outdoor was established in the early 2000’s by the founder of Fjällräven, as Fjällräven
started on its merger and acquisition journey. Since then, the organization has grown to include
five major brands within the outdoor industry – Fjällräven, Hanwag, Royal Robbins, Tierra and
Primus – as well as owning and operating a group of premium multi-brand outdoor retailers
within Frilufts Retail Europe – Naturkompaniet (Sweden/Norway), Friluftsland (Denmark),
Partioaitta (Finland), Trekitt (UK) and Globetrotter (Germany). The common denominators for all
our brands are that we strive to develop and sell premium, high quality and sustainable outdoor
gear and experiences to inspire people to walk with nature. Fenix Outdoor is listed on the
Nasdaq OMX, Stockholm, Large Cap.