VISTA, CA (BRAIN) — Dorothy Nichols has joined women’s bike apparel brand Shebeest as its national sales manager, heading up sales in the IBD and specialty sporting goods channels. Nichols, who will be based out of Denver, Colorado, will begin the new role June 3.
The national sales manager title is new at Shebeest, which has been staging a comeback under its new owner, LeeMarc Industries, since its acquisition in December 2011.
Nichols has more than 20 years of industry experience, most recently at Todson, where she was director of event management. She also currently serves as a USA Cycling commissaire, USA Cycling mountain bike committee member, USA Cycling women’s committee member, UCI commissaire and as a member of the bicycle advisory council for the Outdoor Industries Women’s Coalition.
“We are excited to add Dorothy to our team,” said Jerry Newray, director of sales for LeeMarc Industries. “With her ongoing commitment to women in cycling, she is the perfect match to help launch Shebeest’s resurgence back in the marketplace.”
Shebeest is headquartered in Vista, California, where LeeMarc Industries is based. LeeMarc also owns Canari Cyclewear. Shebeest was launched in 1997 by casual sports designer Claudia Ried.