Key Takeaways:
- Benchmade has named Ryan Coulter, founder of The James Brand, as vice president of product, effective May 2026.
- Coulter will oversee product strategy, innovation, roadmap development, customer insights and cross-functional alignment across product, sales, marketing and manufacturing.
- The hire signals Benchmade’s continued investment in American manufacturing and vertically integrated product development as the company pursues global growth.
Benchmade Knife Company has appointed Ryan Coulter as vice president of product, the Oregon City, Oregon-based manufacturer announced May 11. Coulter, who founded the modern everyday carry brand The James Brand in 2011, will oversee all aspects of Benchmade’s product organization, including product strategy, innovation, roadmap development, customer insights and cross-functional alignment between product, sales, marketing and manufacturing teams.
Coulter’s career spans more than two decades across product innovation, industrial design and entrepreneurship. Before founding The James Brand, he held leadership roles at Nike, Burton Snowboards and Ziba Design. He has earned more than 30 patents throughout his career.
“This is a once-in-a-lifetime opportunity,” Coulter said in a statement. “I was not out looking for a job, but this opportunity found me and I felt like I would have been remiss to pass it up. Benchmade is an iconic global brand with an incredible factory, an incredible team and so much untapped potential. The opportunity to help build products at this scale, with design, manufacturing and innovation all happening under one roof here in Oregon, is something incredibly special.”
Jon deAsis, CEO of Benchmade, said the company conducted an extensive national search before landing on Coulter.
“After an extensive national search, it became clear that Ryan not only possesses world-class product and innovation experience, but also a deep belief in our brand, our heritage and our future,” deAsis said in a statement. “His entrepreneurial mindset, proven leadership and passion for American-made manufacturing make him an ideal fit for where Benchmade is headed.”
“There simply are not many companies like this left,” Coulter said in a statement. “Benchmade is a true category leader with an incredible heritage, an in-house factory and a deeply passionate team all working together under one roof. The ability to move seamlessly from an idea to the manufacturing floor and then ship those products around the world from right here in Oregon is incredibly inspiring to me.”
Coulter stepped away from The James Brand on April 30, 2026, according to a separate announcement from that company.
“We’re grateful to Ryan for everything he contributed during his time at The James Brand,” said Michael Hoefer, CEO of The James Brand, said in a statement to SESO Wednesday. He helped shape an important chapter for the brand, and we’re proud of what we built together. We wish him the very best in his next role and are excited for what’s ahead for both Ryan and The James Brand as we continue to evolve and grow.”
Hoefer said the James Brand is backed by a leadership team with decades of combined experience, complemented by emerging voices and fresh perspectives, and is well-positioned to move forward with confidence, stability and focus on market growth.
