Bedrock Manufacturing Company has revealed several changes to its leadership team.
BMC, the parent company to accessories label Shinola and workwear brand Filson, has appointed a new chief executive officer, Steve Katzman, and chief marketing officer, Kevin Wertz. The company is making the appointments to “strengthen its foundation as a platform company to build a family of world-class consumer brands,” according to BMC.
“Shinola and Filson have compelling stories that continue to evolve under the stewardship of our incredible teams based in Detroit and Seattle and in stores throughout the U.S. and abroad. We are eager to accelerate the performance of these two brands, deepen BMC’s support for them and grow our portfolio of brands and experiences,” Katzman said.
Katzman is taking on the role from Awenate Cobbina, who had served as CEO since 2021. Cobbina will now focus on Bedrock Manufacturing Company’s hotel and hospitality initiatives. Katzman will also join BMC’s board of directors.
In the role, Katzman is being tasked with evolving BMC “as a platform company capable of supporting thriving brands with shared services,” according the the company.
Both executives have held senior advisory roles at BMC prior to their leadership appointments. Wertz joined Shinola from SmileDirectClub, where he served as chief marketing officer. In his new role at BMC, he is tasked with overseeing all marketing and e-commerce activities for Shinola and Filson.
