As we near the end of 2025, SESOÂ reached out to a wide range of industry leaders for their reflections on an unpredictable year, and what they are focused on for 2026.
Josh Simpson, general manager at Rumpl, joined the company in January 2025, during a difficult time. The Portland, Oregon-based blanket brand’s sales grew by 600% from 2020 to 2022, but since, sales dropped off, leading to a glut of inventory and workforce downsizing as a result. As part of the transition, Rumpl founder Wylie Robinson moved to the chairman of the board role.
Before joining Rumpl, Simpson was the general manager at Snow Peak Campfield, overseeing the launch of the high-end campground business operated by the Japanese camping gear company. He previously led operations in the Americas at Sea to Summit through two acquisitions, and achieved double-digit growth in that time.
From navigating supply chain challenges to doubling down on product innovation, Simpson shares his reflections on 2025 and what’s on the horizon for 2026.
What was the most important business lesson you learned in 2025?
Rumpl General Manager Josh Simpson: Nimbility (not a real word but an important concept): Rumpl had to be extremely nimble this year — pivoting product, pricing and supply chain strategy, responding to internal volatility, new leadership, and a challenging market. We had our fair share of challenges but we came through with better bottom-line results than anyone could have hoped for back in April and despite significant pressure in costs and top-line results.
What are your greatest concerns looking ahead to 2026?
Josh Simpson: Externally, it’s the consumer and how they respond to the looming cost impacts from tariffs, inflation, and the general climate out there. There are potentially some bright spots and opportunities in the participation data and how people are prioritizing some of the activities we support — it’s just getting harder and more expensive for brands and retailers to reach and retain them.
Internally, it’s ensuring we continue to improve as business partners and as an employer. Retailers are prioritizing brands that provide frictionless support, protect margin through full-price strategies and continue to bring creative solutions and products to market. Employees are more focused than ever on working someplace that connects to their values and provides exciting opportunities — all of this is a tall order for any brand. I’m pleased with our progress in all of these areas this year, but the work is never done.
What are you investing in/optimistic about for 2026?
Josh Simpson: We’ve got an ambitious product strategy in 2026. Rumpl will nearly double its range by the end of the year with lots of fun and exciting new products, colors and styles. Freshness is the fuel for our brand and we’re doubling down on feeding that engine.
Editor’s note — Don’t miss previously published reflections from:
- Burton Owner Donna Carpenter
- Herschel Supply Managing Director Lyndon Cormack
- Arc’teryx Senior Vice President Brand Marketing Karl Aaker
- Elevate Outdoor Collective CEO Josee LarocqueÂ
- Oboz President Amy Beck
- Roark CEO Jason Steris
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
