BRANWYN Announces New Leadership Team

May 6, 2025

Deanne Buck named CEO, Sarah Cumming appointed CFO/COO

Bend, OR (May 6, 2025) /ENDURANCE SPORTSWIRE/ – BRANWYN, the performance innerwear brand redefining sustainable comfort for women, is proud to announce two strategic leadership appointments as the company enters its next phase of growth. Deanne Buck has been named Chief Executive Officer, succeeding outgoing CEO Jeff Shafer as he and co-founder Lauren Shafer transition into advisory roles. Joining Buck on the leadership team is Sarah Cumming, who has been appointed Chief Financial and Operations Officer.

Buck is poised to carry forward the community-centric values at the heart of BRANWYN’s ethos and success. “Deanne’s succession to CEO has been a part of our strategic talent plans since 2023,” Shafer said. “Simply put, she is the right person to lead BRANWYN forward. She’s a compassionate, smart, and trustworthy leader who puts the best interests of our team and partners first.”

Deanne Buck: Values-Centered Leader

Deanne is an experienced executive with a strong track record in delivering business growth in the outdoor industry. She most recently oversaw the PNW’s largest and longest-standing Venture Capital conference and was instrumental in helping businesses scale, secure funding, and execute bold go-to-market strategies for the Economic Development for Central Oregon (EDCO). She has served on several national non-profit boards. Deanne’s broad business, women’s leadership, and sustainability-focused experience align perfectly with BRANWYN’s strategy to deliver sustainable performance-based products that enable women to expand their sense of self through movement and the outdoors.

“BRANWYN’s growth is an opportunity to deepen an already strong foundation,” said Buck. “This brand is built on thoughtful, high-quality products, with its social and sustainability impact radiating from that core. Purposefully designed to support women’s health, our products embody the very soul of who we are. It’s a privilege and an honor to be part of this incredible, values-driven community.”

Sarah Cumming: Scaling With Purpose

Joining Buck in the C suite is Sarah Cumming, BRANWYN’s new Chief Financial & Operations Officer. Cumming brings over two decades of finance and operations leadership in the apparel and consumer goods space, including senior roles at Burrow, Gentle Fawn, 3×1 NYC, and Kidrobot.

Known for her sharp financial acumen and operational insight, Cumming has led growth strategies across DTC, retail, and wholesale channels, optimizing global supply chains to support long-term sustainability and profitability.

“Sarah’s experience scaling mission-driven brands while maintaining operational integrity is a tremendous asset to BRANWYN,” Buck said. “Her leadership ensures that we’re not only growing, but doing so in a way that reflects our values and supports our community.”

To learn more about BRANWYN, visit branwyn.com or follow @branwynofficial. For media inquiries, please contact Stacy Kline at stacy@darbycommunications.com.

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About BRANWYN

BRANWYN, based in Bend, Oregon, produces the world’s first ethically sourced, naturally sustainable Performance Innerwear designed by and for active women. By combining ZQ Merino and seamless knitting technology, BRANWYN revolutionizes women’s next-to-skin apparel, prioritizing comfort, temperature regulation, anti-microbial properties, breathability, and overall health. Our ethos, rooted in “Find A Way,” was inspired by the radical idea that women could create better underwear for themselves that meets our unique needs. Additionally, we collaborate with organizations fostering a sense of self in girls and women by breaking limiting beliefs through outdoor activities, sports, sweat, and movement. Committed to personal and global health, we use natural, non-toxic fibers and sustainable materials, and prioritize ethical farming and work practices.

Contact:

Stacy Kline
Darby Communications
stacy@darbycommunications.com
c: 724-272-9956