Electric has officially announced that their co-founder and CEO has stepped down after serving as the head of the company for thirteen years. As current Chief Commercial Officer, Eric Crane will assume the role of CEO while Electric’s co-founder, Kip Arnette, will remain Chief Design Officer for the brand.
“I am incredibly proud of the brand’s success and the work my team and I have accomplished since we first launched the Volt at the SIA snow show in March2000. It has been an incredible ride from the early start-up years, through the acquisition by Volcom, and eventually becoming acquired by PPR, now Kering”, said Bruce Beach. “I am equally proud of the recent brand reset the team and I have begun. I’m confident that I’m leaving Electric in the best possible position for future growth, with a core group of leaders in place and at a time that also works best for me. I’m looking forward to watching Electric flourish in the coming months and years with the support of Kering, and I’m very excited about writing the next chapter in my career.”
Crane speaking on behalf of Bruce Beach, “I have great admiration and respect for Bruce and what he has achieved since the founding of the brand in 2000″ said Eric Crane. “Electric has a lot of exciting projects going on in terms of both product and brand development as well as expansion of the brand overseas. I look forward to leading the teams through this next chapter to reach our goal to become a world-class premiumaccessories brand.”
Eric Crane started his career in graphic design and advertising in 1993 with a position with Arnette Optics. Having quickly earned recognition at Arnette within the action sports community, he joined the San Francisco based Astro Studios in 1998. In 2000, Eric partnered with Electric Visual Evolution to launch the brand by designing the identity, and maintained the brand’s image until 2003. In 2002, Eric began work with California apparel giant Ocean Pacific and was appointed Op’s SVP, Marketing and Creative Director in 2005. In 2007, Eric joined Nixon, Inc. as the brand’s first Global Vice President of Product and Design, before coming back to Electric Visual in 2012 as Chief Commercial Officer.