Burton names new creative director

Vermont-based Burlington is making itself internationally known. The company has hired Adrian Josef Margelist as their new executive creative director. He will report to John Lacy who took over as Burton's chief executive officer this past February.

Burton's main goal right now is to become a digital first retailer. Currently, direct-to-consumer accounts for 25 percent of the company's business. Burton has 60 physical points of sale worldwide including their own branded stores and partnership shops with resorts. Four more physical points of sale are scheduled to open this year.

The company's wholesale business took a hit over the pandemic, so they began focusing on online sales. They are also targeting global growth in China. Currently, China only accounts for 5 percent of sales, even though Burton has had a presence there for 20 years.

Margelist's focus will be on growing the business in Asia, which is expected to take up half of his time. Prior to joining Burton, Margelist was chief creative officer of Mammut, a Swiss mountaineering and trekking company.

In addition to Margelist, Burton has also hired Kelly Murnaghan as senior vice president of global marketing. She will also report to Lacy.