Brands

Keeping Eddie Bauer committed to the outdoors: Templin, Egeck to build off The North Face experience

What lures a 12-year veteran away from the The North Face and VF Outdoor? New Eddie Bauer chief financial and operating officer Dan Templin tells SNEWS it was the opportunity to nurture the outdoor brand he grew up with.



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What lures a 12-year veteran away from the The North Face and VF Outdoor? New Eddie Bauer chief financial and operating officer Dan Templin tells SNEWS it was the opportunity to nurture the brand he grew up with.

“Eddie Bauer is a world class brand with a strong outdoor heritage — it’s the first outdoor brand I used, and I’m a believer in it staying a outdoor brand,” Templin said.

Moving from San Francisco to Seattle, Templin will team up once again with Eddie Bauer CEO Michael Egeck. The two worked together for six years when Egeck was president of The North Face from 2000 to 2006. Having that familiarity with his new boss played a role in taking the job at Eddie Bauer, Templin said.

“We worked very closely to grow The North Face,” he said. “Mike is a visionary in the industry and I respect his know how. Our skills complement each other well.”

Templin said he and Egeck discussed the future direction of Eddie Bauer and how the brand will remain committed to the outdoors. It’s something former Eddie Bauer CEONeil Fiske put forth and the current management plans to continue, he said.

“The turn back to outdoor was the driving point to the brand’s recovery,” he said. “We are on the right path, and my goal is to compliment that. For this brand to succeed in the outdoors it needs to address enthusiasts in the outdoors, those traveling to the outdoors and their lifestyle outdoors,” Templin said.

With a dozen years of experience at one of the most successful outdoor brands this past decade, Templin said he’s ready to share what he’s learned at his old job with his new job.

“What VF is good at is process and execution,” he said. “For the past 12 years, I’ve developed that skill set there and I’ll bring that experience to Eddie Bauer.”

–David Clucas