Herschel names Jon Hoerauf as its first CEO

By

Jennifer Braun

Published
Mar 9, 2021

Vancouver, Canada-based travel lifestyle brand Herschel Supply Co. has named Jon Hoerauf to the newly created role of chief executive officer, effective immediately.

Hoerauf joins Herschel from Arc’teryx where he spent eight years including in the role of president and general manager. In 2018, he was named president of apparel for Amer Sports, Arc’teryx’s parent company and the owner of brands like Salomon, Peak Performance, Atomic, Suunto, Wilson and Precor.

Prior to Arc’teryx, Hoerauf spent over a decade at The North Face, where he was global product director for the high-performance product line, the Summit Series. 

Herschel was founded in 2009 by brothers, Jamie and Lyndon Cormack. Following the brand’s 10th anniversary in 2019, it brought in new backers along with a consortium of three groups who have each taken a minority investment in Herschel, including Alliance Consumer Growth and HOOPP Capital Partners, the private capital arm of the Healthcare of Ontario Pension Plan, as well as Eurazeo Brands. 

“With collaboration at top of mind, finding a seasoned leader like Jon who we can join forces with, and who can bring out the best in us, our team and our partners, is something we’re really excited about,” said Lyndon Cormack, in a statement to WWD. “We want to ensure we’re exploring every avenue that drives value to anyone who has a touchpoint with our brand.”

In July, the company also named Brian White as its new senior vice president of global sales.
In the role, White was charged with leading and augmenting Herschel's sales strategy across all global markets. 

With the arrival of Hoerauf, the Cormack brothers will continue as managing directors and cofounders.

The brand is currently sold in more than 10,000 stores in 94 countries, and employs over 200 people at its headquarters in Vancouver and in its offices in New York, Los Angeles, Shanghai and Hong Kong.