Kidrobot names CEO, moving HQ

BOULDER – Kidrobot Inc. has named Sean Fox as its new chief executive officer and plans to move its headquarters from New York City to Boulder.

The limited-edition toy and apparel company is in the midst of moving its office to 1468 Pearl St., Suite 200 and hopes to open in early April. The company is leasing approximately 6,700 square feet of space.

“My view is if we’re in and settled by tax day then we’re going to be doing well,” Fox said.

As part of the new office, Kidrobot will bring about a dozen people from its New York City office and is still hiring marketing, customer service, logistics, production and sales personnel, said Joe Zitomer, the company’s vice president of operations.

Once settled, Fox hopes to have between 35 and 45 employees in Boulder.

Prior to Kidrobot, Fox led North American sales efforts at Niwot-based Crocs Inc. (Nasdaq: CROX). Before that he was president and CEO of Brine Inc., a sporting goods-related company that was sold to New Balance, and prior to that he co-founded Above The Rim International Inc., another sporting goods-related company that was acquired by Reebok.

Fox, who replaces Kidrobot’s former CEO and chief financial officer Diego Marchioni who was appointed in January 2009, said he’s still working on business projections.

His first objective is to hire a management team including a chief financial officer and head of marketing.

While there are no concrete plans, Fox said Kidrobot, which has retail stores throughout the country, has thought about opening a retail store in Boulder as well.

He said Boulder was a good fit for the new headquarters because of its strong arts emphasis and quality of life. The company also considered Portland, Ore., Seattle, San Diego, Austin, Texas, the San Francisco area and some smaller markets.

“We felt like New York was a pretty big place, and the company was at a point in its lifespan where it made sense to move,” Fox said.

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