Turtle Fur Appoints Michael O’Connell Vice President of Sales

Seasoned outdoor industry leader to drive growth and expand distribution

MORRISVILLE, Vt. (Jan. 20, 2026) — Turtle Fur, a Certified B Corporation specializing in hats and accessories for all seasons, has named Michael O’Connell as Vice President of Sales.

O’Connell brings 15 years of sales leadership experience in the outdoor industry. Most recently, he served as Director of North American Sales at Outdoor Research, where he led sales strategy across priority markets and strengthened retail partnerships nationwide. His career also includes senior sales leadership roles at Princeton Tec, KEEN, and MVP Sales, as well as buying and management experience at similar outdoor specialty retailers.

In his new role, O’Connell will lead Turtle Fur’s sales organization, expand strategic partnerships, and open new domestic and international distribution channels to support continued growth.

“Michael brings the kind of leadership that helps us grow with intention,” Erika Canfield, CEO of Turtle Fur, said. “His hire positions us to expand into new distribution channels, without losing sight of the values at the heart of Turtle Fur. We’re excited to have him on board.”

About Turtle Fur:
Since 1982 Turtle Fur has been a leading headwear and accessories brand in the outdoor, snow sports, and lifestyle markets. Turtle Fur lives to play outdoors, and they want you out there with them. They design sustainable accessories that ignite confidence and wrap you in comfort—so when you boldly step outside your shell, you’ll never want to go back in. To find out more about stepping outside your shell with Turtle Fur, visit turtlefur.com and follow them on social media @turtlefur.