Chrome Industries today announces two moves with a view to further the development of the brand. Slate Olson has been named President, and the company will be relocating its headquarters to Portland, Oregon. Slate will officially take the helm mid-January, and the company will move from San Francisco to Portland in early April.
Slate comes to Chrome after two years as Chief Marketing Officer at Specialized Bicycles in Morgan Hill, CA where he played a key role on the leadership team, helping to define the strategic path for the 42-year old global brand. Prior to Specialized, he spent seven years as CMO and General Manager of Rapha in London and in Portland. Rapha is an internationally recognized leader of premium cycling apparel and gear. As the GM of the predominantly direct business, Slate established the brand and business for Rapha in North America, setting the digital consumer strategies and putting the company’s first permanent Cycle Club in San Francisco in 2011. He was also a key part of the product direction at Rapha, working closely with the company founder and the design and development teams in London. Slate first moved from San Francisco to Portland in 2001 with Nike, spending seven years in senior marketing and brand communications roles.
“I am excited by the opportunity to take the lead at Chrome,” says Slate Olson. “Chrome has built a passionate and growing following by constantly delivering quality product and by having its finger on the pulse of the style and attitude of people who move their city — that won’t change.” Slate continues, “I know that the brand approach of consumer-direct, own-stores, and better retail partners gives Chrome every advantage to connect and build lasting relationships with our customers, making a larger impact in the cities where they live.”
The head office move to Portland puts renewed focus on product development and innovation, setting it closer to the company’s main innovation lab – already located in Portland. It also serves to bring together Chrome’s Ecommerce team already operating in Portland. Portland is a vibrant, rider-oriented city that will be a strong base for Chrome to imagine international growth, marketing, and continued expansion of ecommerce and retail stores (called HUBS) in the USA and abroad.
“The move to Portland sets Chrome up for a brave new chapter. For my own next chapter, I am excited to be part of a brand that is a performance cornerstone for riders, but with the attitude and appetite to define the style and culture for those people who are constantly challenging and redefining their cities”, said Slate. “There is a great team of global thinkers and makers at Chrome and I believe that my background and perspective will help us together take the brand in some exciting, new directions.”
About Chrome Industries:
Chrome Industries is a privately held maker of indestructible gear for living the city. For 20 years, the San Francisco-based company has designed and manufactured American-made gear from company owned and operated factories. With a passion for its community, Chrome retail HUBS engage community makers through local events, while also offering consumers a chance to build a custom bag at a Chrome Custom Sewing Station, discover new music, watch videos and exclusive screenings. For more information on Chrome and the products they offer, visit www.chromeindustries.com.
