Revamped Electric is Ready to Scrap

Electric has quietly been rebuilding its executive team with some stars from the past and new players as well, and has big plans to revive the premium sunglass category at core retail. “I really think Electric can bring the category back,” President Steve Hurst said. “It’s probably risky to say, but I think we can do it.”

Published: October 8, 2022By Tiffany Montgomery

Something interesting appears to be happening at Electric, a brand that has been pretty quiet since going through several ownership changes.

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Posted in: Executive Edition

Tagged with: Electric, Kering, Steve Hurst, Volcom