B$Z: Royal Robbins Taps Co-Founder Liz Robbins as Advisor
“It’s exciting to be back working with the company Royal and I founded. Our guideline, style with mountaineering heritage, is as relevant today as it was in the 1970's when our focus was on Yosemite Valley climbers,” said Robbins. “It is with Royal’s encouragement that I’m joining the new team led by Michael Millenacker.”
Iconic Sierra Nevada climbers Royal and Liz Robbins founded Royal Robbins in 1968. The brand quickly became globally beloved for its casual and affordable apparel as well as its ironclad commitment to innovation, style, and durability. Today, Royal Robbins is best known for its performance-oriented designs that work as well on the trail as they do everywhere your day takes you.
Robbins will work closely with Royal Robbins’ newly appointed CEO Michael Millenacker to reinvigorate Royal Robbins’ position as the apparel brand of choice for outdoor enthusiasts. In the 1990’s, Millenacker worked closely with the Robbins’ as Royal Robbins’ director of sales and marketing. After Royal and Liz Robbins sold the company in 2000, he departed to grow his outdoor industry experience. Since then, he has served as president of Eagle Creek and vice president of sales at The North Face.
“I am thrilled to work with Liz again,” Millenacker said. “Her unparalleled knowledge of Royal Robbins’ culture and heritage will help us better tell our brand’s story and re-connect our audience to our unique heritage.”Royal Robbins’ collection of men’s and women’s products can be found in the most respected outdoor and specialty retailers throughout the U.S. and abroad.