Well-regarded industry executive Jenna Woodhull is joining growing Sendero Provisions Co. as chief merchandising officer, a big coup for the brand.
Sendero is a Waco, Texas-based apparel company that mixes outdoor lifestyle and Western influences.
Woodhull most recently served as global head of women’s product for Liberated Brands, which is currently going through bankruptcy proceedings and will eventually close down. Prior to joining Liberated in late 2023, she spent 10 years at Brixton, including as chief merchandising officer. She also co-founded the Band of Martians Showroom and Brand Agency, and spent time at Hurley in both design and sales leadership roles.
She is a Volcom veteran, and worked as global vice president of design and merchandising from 2010 to 2013. She started her career as a sales rep for the brand from 1999 to 2005.
Sendero Chief Operating Officer Richard Ashley. Photo courtesy of Sendero.
From what we hear at SESO, Woodhull had an opportunity to lead the men’s and women’s businesses of a major surf brand but opted for the Sendero job instead.
Woodhull, with her background in sales, merchandising, and design, is known for her ability to balance creative vision with commercial success, which appealed to Sendero. Several former Brixton colleagues also work at the brand, including Mike Lawson, who is chief commercial officer and a partner in Sendero.
In addition to Woodhull, Sendero also announced the hiring of Richard Ashley as chief operating officer. Ashley previously worked at Field & Stream and Magnolia.
“Sendero is on a rapid pace coming out of 2024, carving out our spot among the top brands in our space,” founder and CEO Hunter Harlow said in a statement. “In 2025, our focus is clear – focus on operations, dial in efficiencies, and push brand marketing to the limits – all while staying true to what got us here.”
In her new role, Woodhull will drive Sendero’s merchandising strategy, product vision, and category expansion, ensuring the brand remains at the forefront of Western, outdoor, and fashion trends, the company said.
Editor’s note: Read our previous interview with Sendero founder and CEO Hunter Harlow about the brand’s rapid growth and future strategy: Sendero Provisions Charts Growth Strategy in Outdoor and Beyond
