High Bar Brands names Phil Treier chief operating officer

High Bar Brands has appointed Phil Treier as chief operating officer, effective Sept. 8, 2026, as the commercial vehicle supplier looks to strengthen operations and supply chain execution across its brands. Treier joins from First Brands Group with more than 25 years of automotive and aftermarket experience.

Why it matters: - High Bar Brands is adding an executive with deep manufacturing and supply chain experience as the company tries to improve operational performance across a growing portfolio of brands. - The hire signals a focus on process consistency, team development and customer service as HBB prepares for its next phase of growth.

What happened: - High Bar Brands named Phil Treier chief operating officer, effective Sept. 8, 2026. - Treier will focus on strengthening HBB's operations and supply chain and building consistent processes across the company's brands. - Treier most recently served as Executive Vice President – North America / APAC Operations at First Brands Group.

The details: - Treier brings more than 25 years of experience in the automotive and aftermarket industries. - His career has progressed from engineering and product development into manufacturing and operational leadership. - HBB President and CEO Christopher “CT” Thorpe said Treier has led complex, multi-site manufacturing organizations through periods of growth and change. - Thorpe said Treier is a collaborative, hands-on leader who can translate strategic priorities into disciplined execution while developing strong teams. - Treier has led large-scale operational transformations, including integration of 43 operational sites and about 8,500 employees. - Treier has also led manufacturing, supply chain and operational improvement initiatives. - HBB's portfolio includes BettsHD, Dieter’s/Panelite, Globetech, Minimizer, Premier Mfg and Viking Mud Flaps.

Between the lines: - HBB appears to be prioritizing operational alignment inside a business with multiple brands and a broad distribution footprint. - Treier's background suggests HBB wants an operator who can handle scale, integration and process discipline, not just oversee day-to-day production. - Treier said he was impressed by the leadership team and wants to improve operational performance and customer service while supporting continued growth. - Thorpe said Treier will also play a role in developing HBB's leadership team. - Treier said a culture where employees understand the strategy and identify issues and improvement opportunities is key to unlocking the company's potential.

What's next: - Treier's early priorities will center on operations alignment, supply chain strength and standardizing processes across HBB's businesses. - HBB is likely to use the new COO role to support its next stage of growth and tighten execution across its brands.

The bottom line: - High Bar Brands is betting that an experienced operations leader can help turn a multi-brand portfolio into a more consistent and scalable business.