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Published
Apr 8, 2013
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Electric announces the departure of CEO

Published
Apr 8, 2013

There has been another reshuffle at Electric. After announcing the appointment of Reid Pinder as head of its European division last month, there have been movements over in the USA.

Bruce Beach (left) is leaving the position of CEO of Electric to Eric Crane (right)


After being acquired by Kering when the conglomerate took over Volcom, the brand kept on board founders Kip Arnette and Bruce Beach. However, the company announced on Monday that after 13 years, Bruce Beach would be leaving the brand.

The position of CEO has been left in the hands of Eric Crane, who worked at Nixon after a short stint at Electric between 2000 and 2003. He returned to Electric at the beginning of the year as chief commercial officer. The company’s remaining founder, Kip Arnette, will continue in the role chief design officer.

Electric announced in January that it wants to develop its offering outside the realms board sports.

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