Icelantic, the Colorado born ski company that forges high-quality skis at a factory in Denver, has tapped Annelise Loevlie as the company’s new chief executive officer.
Loevlie has been with the company since it started in 2005, moving through every executive position since, handling international sales, finances and marketing for the boutique outfit that has blown up in recent years as a full-on competitor to the biggest names in skiing.
Founded by skier Ben Anderson in his garage, the company’s artistic skis – with top sheets designed by Denver artist Travis Parr – are now found in 160 ski shops across North America and in 14 countries worldwide. The skis are made in Denver’s Never Summer factory, which recently expanded thanks in part to increasing demand for Icelantic skis.
Anderson, in a statement released Wednesday, credited Loevlie – a longtime friend – as a “major player” in developing the Icelantic brand as well as company operations.
“I couldn’t think of a better person to take Icelantic to the next level,” said Anderson, who is stepping away from his chief executive duties to become Icelantic’s chief branding officer, focusing on the company’s image and products, which now include a ski boot line called First Degree.
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