Industry sales veteran Lance Eddy, who most recently worked at Liberated Brands as the sales director of RVCA, is the new EVP of sales for Birdwell Beach Britches.
He will join CEO Eric Crane, who is on a quest to transform Birdwell from an obscure direct-to-consumer play to becoming America’s heritage beach brand.
Crane said the hiring of Eddy marks a significant step in Birdwell’s commitment to strengthening its wholesale channel and fostering long-term, sustainable growth.
“We’re excited to have Lance join our team to help shape Birdwell’s next chapter,” Crane said in a statement. “His thoughtful, strategic approach to cultivating retail relationships and his deep understanding of the industry make him an exceptional addition to our leadership team. Lance’s insights and leadership will be integral as we continue to grow sustainably.”
Before joining RVCA, Eddy spent nearly 20 years at Vans, rising through the ranks from sales representative to sales director.
“Birdwell embodies a legacy and a loyal customer base that simply can’t be replicated,” Eddy said. “Opportunities like this come once in a lifetime, and I’m both excited and proud to be part of this incredible journey.”
