About Us
Meet Sarah.
Sarah White is the founder of The Outdoor Merchant and a merchandising leader with 15 years of experience across outdoor and cycling industries.
She has guided global merchandising for Specialized Bicycle, driven U.S. marketing initiatives for Liv Cycling, and shaped product and merchandising direction across premium multi‑door retail environments, including Sitka Gear.
Her background spans product, merchandising, marketing, and retail — giving her a holistic understanding of how great product moves from concept to consumer.
Sarah’s approach is grounded in clarity and simplicity: edit relentlessly, focus on what matters, and build fewer, better products rooted in real consumer demand. She combines analytical rigor with disciplined execution, helping brands create intentional product lines, stronger margins, and clear cross-functional alignment.
Today, she partners with brands through consulting and fractional leadership, bringing focus, commercial clarity, and momentum to teams looking to elevate their product and merchandising strategies.
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