Herschel Supply Co., a Canadian company known for its Herschel brand of lifestyle backpacks, has brought Jon Hoerauf on board in the newly created position of chief executive officer, effective immediately, with a plan to further diversify it into other categories and to verticalize its business. Herschel has already expanded its product line to include luggage, travel accessories, wallets and some apparel. The brand is sold in more than 10,000 stores in 94 countries and online. Hoerauf is the first non-family member to head the privately held company, based in Vancouver, which was founded in 2009 by the brothers Jamie and Lyndon Cormack. They continue as joint managing directors. Hoerauf has a history as a brand builder at The North Face, where he was global product director for the Summit Series before taking on the role of VP of global commercial operations at Arc’teryx in 2012. He then rose in 2016 to president of Arc’teryx and president of apparel at Amer Sports, based in Vancouver. He served in that position until last month.