Eddie Bauer unveils rebrand

Outdoor apparel and lifestyle brand Eddie Bauer unveiled on Tuesday its grand plans for a brand evolution. 

Led by Tim Bantle, the brand’s CEO who is celebrating one-year at the helm of the company, the rebrand aims to develop the next generation of Eddie Bauer customers through several strategic initiatives.

“From his first day at Eddie Bauer, Tim made a concerted effort to lean into the brand’s historic DNA and adapt it to grow consumer engagement and expand the brand globally,” the company said in a news statement. 

“As the brand enters this next stage of growth, Tim is poised to speak to the behind-the-scenes work and business strategy that led to the brand evolution. Under the guidance of Tim, the evolution will instill Eddie Bauer’s core values but now seen through a modern lens.” 

Bantle joined Eddie Bauer from VF Corp., where he served as general manager, Canada, since March 2020. Prior to that, he served as global general manager, urban exploration and mountain lifestyle, at The North Face, a division of VF. He succeeded Damien Huang, who left the company earlier in 2022. 

Authentic Brands Group (ABG) and the Sparc Group acquired Eddie Bauer in 2021 from PSEB Group, an operating company owned by Golden Gate Capital.