Turtle Fur has appointed Erika Canfield as its CEO, effective Aug. 1.
Canfield was formerly the vice president of marketing at the Vermont-based outdoor and lifestyle headwear and accessories brand. She’s the first female CEO of the company since the brand’s founder, Millie Merrill, invented the fleece neck warmer more than 40 years ago, according to a news release.
“I’m deeply honored to step into this role and continue building on Millie’s incredible legacy,” Canfield said in a statement. “In today’s dynamic landscape, a strong brand is our most valuable asset. We’ll double down on brand building with strategic intent and execution – strengthening our identity, expanding our presence, and ensuring our unique value resonates deeply with our customers.”
Before joining Turtle Fur, Canfield held roles at Outdoor Research, Stanley, and Aladdin. She has experience tapping into cultural trends and translating them into compelling brand stories, said the release.
“The board is thrilled to have Erika stepping into the CEO role,” said Chairman of the Board Rob Harris in a statement. “Her track record in building brands, driving growth, and inspiring teams speaks for itself. We have full confidence in her ability to lead Turtle Fur into its next era with clarity, creativity, and purpose.”
Canfield is a lifelong athlete and streak-runner – she has run every day for eight years.
Canfield will lead the brand as it expands beyond its winter roots into year-round lifestyle and performance accessories while staying committed to its values. Turtle Fur unveiled its rebrand last year.
“Our 43-year history is a testament to the passion of our team and the unwavering support of our consumers,” Canfield said. “It’s their loyalty that has fueled our success, and I’m thrilled to have the opportunity to build upon that incredible brand legacy to drive growth and connect with our consumers in new and exciting ways.”
