Bedrock Manufacturing Co. in Plano, Texas, the parent company of Detroit-based Shinola and Seattle-based Filson, today announced leadership changes designed to strengthen its foundation as a platform enterprise to build a family of world-class consumer brands.
As part of the changes, Steve Katzman has been appointed CEO of Bedrock Manufacturing, effective immediately, and will oversee operations at Shinola and Filson. He will drive a set of initiatives intended to evolve BMC as a platform company capable of supporting brands with shared services.
In turn, Awenate Cobbina, serving as BMC CEO since 2021, now will focus on the company’s hotel and hospitality initiatives.
“I’m thrilled to take the helm of Bedrock Manufacturing at such a pivotal time for the company and its iconic brands,” Katzman says. “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.”
BMC also announced the appointment of Kevin Wertz as chief marketing officer, responsible for all marketing and ecommerce activities at Shinola and Filson. Additionally, Carolina Clouet, currently vice president for Shinola’s licensing, wholesale, and corporate sales, will join the BMC management team as she takes additional responsibility for Filson’s licensing, wholesale, and corporate sales.
Katzman and Wertz are well acquainted with BMC, both having recently worked in senior advisory roles at the company. BMC’s vision is to provide shared resources — including technology services, marketing expertise, human resources, and other critical corporate functions — to individual brands.
The approach, BMC states, will allow the teams at brand headquarters and in the stores to devote full attention to activities that deliver the most value to customers while nurturing the appeal and relevance of the products and experiences they offer.
In addition to taking the role of BMC CEO, Katzman is joining the BMC board of directors where he will assist in the oversight of the company’s trajectory and long-term growth plan.
Katzman has several years’ experience working with and advising companies as a partner at the Camelot Venture Group and PS Ventures.
Wertz joins Shinola from SmileDirectClub, where he was CMO. Prior to SmileDirectClub, he spent 16 years at Campbell Ewald, including nearly seven years as CEO of the global advertising marketing communications agency.
Clouet joined Shinola in 2022. She previously was in leadership at Master & Dynamic, a premium audio brand based in New York where she served nine years, including serving as co-president. She is a graduate of The New School, also in New York. Prior to that, Clouet consulted for brands and retailers, including Neiman Marcus and Beats by Dre.
Founded in 2011, Bedrock Manufacturing is a Texas-based investment firm whose brands include Shinola and Filson. Shinola, based in Detroit, is a design brand that in 2013 started selling watches assembled in in the United States — it also offers a variety of lifestyle goods designed to be lived in, worn out, and well loved. The first Shinola Hotel opened in downtown Detroit in 2019.
Seattle-based Filson is known for a 127-year history of making high-end outdoor clothing and accessories.
Shinola and Filson products are sold on Shinola.com and Filson.com; through company-owned retail stores; and via U.S. and international distributors.
