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Bruce Barrows Named Vice President of Business Development

Brings global outdoor sporting goods experience to grow brands 

(OSAGE, IA) January 4, 2017 — Standard Merchandising Co. has appointed Bruce Barrows as vice president of business development for the Fox River® and Red Lion® brands. Fox River is America’s oldest performance sock brand making technical socks for outdoor, snow, work, military sport and everyday while Red Lion makes performance and novelty sports socks for teams and individuals.

Barrows will work closely with each brand’s independent sales rep force, management and marketing teams to develop new customers and service existing accounts around the world and grow sales. He will also directly develop and maintain relationships with key customer accounts.

“We’re thrilled to have Bruce on our team. He joins us with more than 20 years of experience in the outdoor market. He has in-depth knowledge of the industry and a vision for the future of our brands,” said Laura Johnson, CEO of Standard Merchandising Co.

Barrows brings with him more than two decades of experience in the outdoor and snow industries including hosiery and sock experience. He has held sales and leadership positions with Lorpen® North America, K2 Tubbs, Black Diamond® Apparel, Bauer® among others.

“Being part of a true made in America heritage brand and helping grow that story through innovation excites me,” said Bruce. “Getting new customers excited about the quality and construction of our socks in the performance space will help grow the Fox River and Red Lion brands. That’s what really drives me.”

As a life-long skier, Barrows has a passion for the sport and the outdoors in general. He also enjoys outdoor sports including hiking, cycling and kayaking. He hails from Vermont and lives in the Stowe area with his wife and two daughters. Barrows will start with Standard Merchandising Co. on January 9, 2017, and can be reached at Meet him in person by stopping by the Fox River booth at Outdoor Retailer Winter Market 2017 (#23043) in Salt Lake City, Utah from January 10-12, 2017, and SIA Snow Show (#2419) in Denver, Colorado from January 26-29, 2017. 

Barrows joins Standard Merchandising Co. at an exciting time for the Fox River and Red Lion brands. Consumers are more interested than ever in American-made products and both brands are poised to meet those demands and offer new, exciting collections filled with innovative technology and style.


About Fox River
Fox River® is America’s original sock brand, with products that date back to 1900. Even though they make the famous Original Rockford Red Heel® Monkey Sock, their socks today aren’t your great grandfather’s socks. With innovative technologies and more than a century of experience knit into every stitch, nothing beats these socks for performance and comfort. Designed using clever engineering you can feel; it’s no wonder they are guaranteed. Exclusive technologies like Wick Dry® moisture-wicking and eco-friendly fibers and manufacturing give FoxSox more than just a feel-good fit. Try them for yourself. For more information on Fox River products or to find one of the thousands of dealers across the globe, please visit Fox River socks are made by 200 of the friendliest folks in Osage, Iowa. Fox River Mills, Inc. is a subsidiary of Standard Merchandising Co.

About Standard Merchandising Company

Founded in 1922 in Philadelphia, Pennsylvania, Standard Merchandising Company designs, manufactures, and distributes several lines of branded and private label hosiery products, specializing in luxury women’s products and athletic and novelty socks. Along with its private label business, which serves several leading national retailers and apparel brands, Standard Merchandising Company’s brand lineup includes b.ella, Red Lion, nouvella, QTfeet, and E.G. Smith. The luxury lines feature the highest quality exotic yarns and animal hairs sourced from across the globe, including cashmere, extra fine merino wool, mohair, and alpaca yarns, among others. The athletic and novelty lines are known for variety and creativity in designs, comfort, and durable construction that hold up on and off the field across a variety of sports and activities. To ensure the highest quality standards, Standard Merchandising Company’s socks are proudly made in the USA.

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