Kendra Reichenau, CEO, Heartland America

A transformational Global Senior Executive with extensive experience leading well-known consumer-facing brands spanning multinational public companies to owner-operator and founder-led organizations. Strong track record of driving results in general management, omnichannel, merchandising, consulting, and strategy development. A clear communicator and developer of high-performing teams and a cross-functional collaborator with global teams, vendors,  customers, and investors. Known for solving problems, creative rebranding, commitment to the customer, and positioning businesses for innovative growth and potential sale.  SELECT ACCOMPLISHMENTS  Extensive turnaround experience in the omnichannel consumer sector.  Experience working with private equity including both sell and buy-side.  Implemented ERP, warehouse management, and new web platforms. Deep experience in product development,  sourcing, and manufacturing.  Recipient of leadership and product design awards including Women in Business Honoree - Minneapolis/St Paul  Business Journal, (2019) and Corporate Leadership Award, Melanoma Research Foundation (2018). • Member of private and non-profit boards of directors.   RELEVANT SKILLS  Strategic Planning & Execution, Growth Leadership, Change Management, P & L Management, Forecasting,  Global Cross-Functional Team Leadership, Supply Chain Management, Lean Process Improvement, M & A, Integration  Strategies, Retail & Industrial Channel Management, Organization Development, Global Partnership Development,  Board of Directors, Product Innovation, Private Equity (PE), Transformational Leadership  PROFESSIONAL EXPERIENCE  HEARTLAND AMERICA, Greater Minneapolis, MN  Chief Executive Officer 2021 – present  In business for 40+ years, Heartland America is a private consumer-based company with investors that sells a full range of end-of season retail products through catalog, phone, and digital to consumers nationwide. 130 employees, ~ $50M annual revenue.  Hired to develop strategies and plans to turn around, stabilize, and grow the business. Report to the BOD Chair.  KCREICHENAU CONSULTING, Minneapolis, MN   Founder and CEO 2019 - present Support companies and PE firms to evaluate businesses with a focus on growth, opportunities, and customers.  Work with multiple private equity firms to help with due diligence and identify opportunities for multiple companies in the consumer space. Successfully conducted a business unit analysis for CEO/Board to decide how to grow a division of a  $300M consumer-based company.  COOLIBAR, Minneapolis, MN  Chief Executive Officer 2014 – 2019 This mission-driven brand has introduced numerous innovative fabric technologies, raised standards in sun protective ratings, and designed a variety of UPF 50+ apparel. In 2016 the business was acquired by Olivarius Hospitality.  Recruited to succeed the founder in 2014 to reposition the company for the next phase of growth.   EXECUTIVE LEADERSHIP | STRATEGY DEVELOPMENT | CORPORATE ALIGNMENT | EXIT STRATEGY • Collaborated with the BOD and senior leaders to develop strategy and implantation plans, budget, and portfolio. Kendra Reichenau – page 2  Led the business turnaround with a successful transaction to new ownership in 2016.  Deployed significant change management and prioritization methods including new systems, implementation, ERP  integration, warehouse, and web platform.  Led global growth including 200 retail and luxury resort wholesale accounts. Attained Double-digit growth for three consecutive years, with 100% growth in year five.  OPERATIONS | BUSINESS DEVELOPMENT  Increased from 45 FTE employees to 100 global employees; added in-house production offices in Thailand and India. • Migrated 50% of all production away from agents to in-house to improve margins, quality, and supply chain. • Achieved strong growth by prioritizing e-commerce and Amazon businesses.  Focused on growing new wholesale channels and strengthening core business, a

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The road to the middle market CEO corner office is paved with mile markers that guide in surprising, unpredictable, and some might even say “mysterious” ways! But how do you get such a widely coveted position? This is the question often heard during decades of ROI’s executive search interviews, conducted with top-level executives. ROI’s Into the Corner Office podcast is a new inspiration and answer platform which premieres visionary tales of adventure with great endings and highlights, from powerhouse CEOs driving the formidable success of the U.S. economy’s middle market sector. The CEOs behind this impressive growth reveal insights which equipped them to lead their organizations. Showcasing dynamic leadership stories, Into the Corner Office dives into the heart of what informed and formed these CEOs. Guests share their backgrounds, talk about their early years, and explore what shaped them before they were known for their successes in growing, developing, and leading extraordinary middle market companies and teams. Telling their own stories – straight up and right Into the Corner Office.