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Raphael Peck
Former CEO @ Brixton | Board Member I President Fanatics I CMO Oakley I SVP Under Armour
Raphael Peck is a notable figure in the apparel industry, recognized for his leadership role as CEO of Brixton, a Southern California-based brand known for its headwear and lifestyle products. He joined Brixton in March 2019, just before the onset of the COVID-19 pandemic, and has since focused on expanding the brand's market presence and enhancing its direct-to-consumer sales channels.14
Career Background
Before his tenure at Brixton, Peck held several significant positions in major companies:
- President at Fanatics, Inc. (2013-2018): Here, he was instrumental in building a billion-dollar business and innovating the sports licensing sector.34
- Chief Merchandising Officer at Oakley (2010-2013): Peck managed a substantial business segment across global retail and wholesale channels.3
- Various roles at Under Armour and Adidas: His experience spans multiple leadership positions that contributed to his expertise in brand management and product development.3
Vision for Brixton
Peck's strategy for Brixton involved transforming it from its action sports roots into a broader Americana lifestyle brand. He aimed to diversify its product offerings while maintaining strong connections to action sports markets.24 Under his leadership, Brixton sought to expand its reach beyond California, targeting growth opportunities both nationally and globally.14
Recent Developments
As of January 2024, Raphael Peck has exited Brixton, with the company now searching for a new CEO. His departure marks the end of a pivotal chapter for the brand, during which he navigated significant challenges posed by the pandemic and shifting market dynamics.26 Scott Olivet, a board member at Brixton, acknowledged Peck's dedication and contributions during his tenure.2
Peck's leadership style emphasized adaptability and innovation, particularly in response to market disruptions caused by COVID-19. He highlighted the importance of liquidity during challenging times for businesses in the apparel sector.15
In summary, Raphael Peck's impact on Brixton has been significant, characterized by strategic growth initiatives and a commitment to evolving the brand's identity in a competitive landscape.
Highlights
At the close of 2023, I concluded a impactful chapter at Brixton. Leading the brand and its people was truly fulfilling, yet it was time to prioritize personal well-being and family. Stepping back has offered invaluable clarity, enabling me to delve into entrepreneurship, embrace risk-taking, and, above all, focus on giving back.
Having led and contributed to some of the world's most iconic brands, I now seek to pay it forward. I met and connected with Haley Bogaert, her story was profound and her character, energy, and drive insurmountable. The most underrated word in the English language is courage, and boy does she have it.
After losing her mother and brother to drug addiction, she literally picked herself up and found an outlet where by making herself feel beautiful and sharing that with others created a real healing path for herself. This became her life passion and now her business.
Please support me in checking out her website at hbface.com and if you're in Toronto, stop in and say hello. Haley will be making pop-up tours to the states in the coming months.
Brands are living things, they like all things living need to evolve or they die. More so than ever legacy brands are faced with where to go for distribution, how to remain relevant to an aging consumer base, and most importantly where to acquire new consumers at a reasonable cost. For us @Brixton we face the same challenges. Cost to reposition is high and money is too expensive! We are embracing authenticity as a guiding light, but for the first time we are going to smile more. We have been too serious for too long. Everyone needs a reason to smile, why can't we be part of that movement. Happy Holidays from the Brixton crew.
