Curleigh’s expertise is expected to play a pivotal role in advancing the company’s mission

Peli Products S.L.U. (Pelican Products Inc) has announced this week the appointment of James “JC” Curleigh as the company’s new Chief Executive Officer.

Curleigh has over 30 years of experience in high-powered brands such as M&M Mars, Salomon Sports, TaylorMade Golf, Keen Footwear, Levi’s Apparel, and recently Gibson Guitars.

His aim is to leverage emerging technologies and trends to keep Peli at the forefront of the industry. Curleigh’s expertise is expected to play a pivotal role in advancing the company’s mission by leading the strategic direction, focusing on product innovation, driving customer engagement, and accelerating market expansion.

“JC brings deep consumer and commercial experience to Peli, a brand that has built tremendous loyalty and is now ready for the next stage of growth,” said Brandon Crawley, interim CEO of Pelican and Managing Director at Platinum Equity, which acquired Peli in 2021. “Peli’s well-deserved reputation in protective cases lays the groundwork for the development of a more diverse product set. JC is the right leader to continue to broaden Peli’s reach and leverage its core strengths to capitalise on emerging opportunities in the industry.”

“The opportunity to lead another iconic brand confidently into the future is very exciting for me professionally and personally,” said Curleigh. “I look forward to leading the team to further unlock the potential of the Peli brand with the right balance of insights, inspiration, and innovation.”

Randy Hetrick, veteran Navy SEAL Officer and Founder of TRX & OutFit, added, “I have relied on Pelican products to protect our precious cargo as a Navy SEAL and I have been a big fan of JC’s leadership accomplishments at some of the world’s most iconic brands, so I am excited to see this powerful combination connect to shape the future of Pelican.“