DUXBURY, Mass. (BRAIN) — Bern Unlimited has hired Christopher Lussier as the company's global vice president of sales and marketing. Lussier's appointment marks the conclusion of strategic restructuring at the company's executive level, which includes the addition of Dan Murphy as president and Ray Ibe as global marketing director.
Lussier is the former vice president of sales and marketing at Jetboil and SteriPEN. He will also oversee Bern's brand marketing efforts as well as the expansion of the company's North American distribution channel.
Lussier has been an active cyclist for more than 35 years and has competed in over 200 road events and was the director of the GMBC cycling team for 10 years. Although he retired from racing in 2003 to focus on his family, cycling remains his passion and manages to ride daily from his home in Hollis, N.H.
"Chris' knowledge of market and channel directly addresses and complements the needs of our growing company," said Murphy. "His abilities to craft and implement brand and sales strategy promise to strengthen category leadership heading into Spring 2018 and beyond for Bern and all of our valued partners."
Lussier said, "Bern is a core brand with proud New England roots; they've clearly influenced the helmet category across multiple disciplines and seasons. I'm excited to begin work with the entire team to help realize the brand's considerable potential."
With Lussier's arrival, brand founder Dennis Leedom returns exclusively to the company's product development division.
