ICU Eyewear Appoints CEO and COO

Eyewear product designer ICU Eyewear has appointed Rich Conti as chief executive officer and member of the board of directors. The company has also appointed Kirk Hobbs, most recently the CEO of Lifefactory, as chief operating officer. ICU is owned by San Francisco Equity Partners.


ICU Eyewear, Inc., a leading designer and marketer of innovative, expressive eyewear products, today announced that Rich Conti has joined the company as Chief Executive Officer and member of the Board of Directors. Conti is a deeply experienced consumer products veteran who brings strong sales, marketing, and executive leadership credentials to ICU. The company also announced today that Kirk Hobbs, most recently the CEO of Lifefactory, has joined ICU as Chief Operating Officer. Former ICU CEO Rob Robillard will remain on the company’s Board of Directors going forward.
Conti began his career with Procter & Gamble and then spent over 20 years with Clorox, where his tenure culminated as Group VP responsible for half of Clorox’s operating units. He has also held CEO roles in private-equity backed businesses, and most recently held the position of President and COO for SC Johnson North America. In conjunction with joining ICU Eyewear, Conti will also join the Advisory Board of San Francisco Equity Partners, the consumer-focused private equity firm that owns ICU.
“We are extremely excited to welcome both Rich and Kirk to the ICU team,” said Scott Potter, ICU’s Chairman of the Board and Managing Partner at San Francisco Equity Partners. “Rich’s talent and expertise in building successful consumer businesses, as well as his clear growth vision for ICU, will be invaluable assets for the company. We look forward to Rich’s leadership as ICU seeks to help retailers build their eyewear business in the readers, sun, and specialty sport segments.”
“This is a great opportunity with a company that has tremendous momentum and brand presence in a fast growing market category. We have a terrific team in place and I am excited to work with them and our retail partners to accelerate ICU’s growth and take our brands to the next level,” said Conti.
About ICU Eyewear:
ICU Eyewear is a leader in the eyewear category using fashion, performance, and quality to create consumer-preferred solutions that drive category growth. The company designs and markets eyewear products under the ICU®, Wink®, Dr. Dean Edell®, Fisherman®, Sol®, and Guideline® brands.

About San Francisco Equity Partners:
San Francisco Equity Partners is a private equity firm exclusively focused on lower middle market consumer growth companies. SFEP partners with consumer brands that have reached an inflection point in their development, where they can benefit not only from growth capital, but also from SFEP’s deep operational, financial, and industry experience. For more information please visit


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