Eddie Bauer names new COO and CFO

Former VF Outdoor CFO Dan Templin has joined Eddie Bauer as COO and CFO.

With the addition of Templin, current Eddie Bauer CFO Marv Toland was named to the newly created role of SVP of direct with responsibility for the brand’s e-commerce and catalog businesses.

Eddie Bauer CEO Mike Egeck characterized Templin as a seasoned outdoor industry executive whose responsibilities at VF Outdoor, with leading brands such as The North Face, Vans, JanSport and Timberland, will benefit Eddie Bauer.

"Dan is a very accomplished executive with a consistent track record of success," Egeck said. "He brings depth and breadth of expertise in process, finance, operations and retail. Dan’s particular work in the outerwear industry, including his role as president of the Outdoor Industry Association aligns perfectly with our vision for Eddie Bauer. We look forward to his leadership and contribution as we take this iconic brand to its next phase of growth.

Templin spent 30 years in the retail industry, the last 12 of which have been focused on active outdoor apparel and footwear. As part of the VF Corporation, Templin was a key leader in growing revenue at VF’s outdoor coalition from $300 million 2000 to $2.6 billion in 2011.

"I’m very excited to join the Eddie Bauer team. This is a brand that has a deep outdoor heritage and a very bright future for exceptional sales and profit growth," Templin said.

As for the reassignment of former CFO Toland, Egeck said, "Marv’s institutional knowledge of the Eddie Bauer brand combined with his personal passion for our direct business make him an ideal choice to lead our most rapidly growing business segment."

Eddie Bauer was purchased in 2009 in an all-cash transaction by Golden Gate Capital, a San Francisco-based private equity firm with more than $12 billion under management and a leading investor in specialty retailing. Among the firm’s other investment are Coldwater Creek, Pacific Sunwear, California Pizza Kitchen, J.Jill, Express, Zales, Romano’s Macaroni Grill, On the Border Mexican Grill and Cantina and a pending deal involving Payless ShoeSource.