Skip to content

Vertical Supply Group Appoints Jeff Morris as Chief Executive Officer

GREENSBORO, North Carolina, November 15, 2023 – Vertical Supply Group (“VSG”) a trusted supplier of safety, fall protection equipment and tools serving a variety of work-at-height professionals and outdoor recreation, is proud to announce they have hired Jeff Morris as Chief Executive Officer. Mr. Morris joins a talented leadership team who will continue to support VSG’s rapid growth.

Headshot of Jeff Morris

Mr. Morris has an extensive background in the safety and distribution space across various end markets. He brings over 30 years of experience spanning P&L leadership, sales, marketing, business strategy, M&A, operations, and new product development. He was most recently a Senior Vice President at Milliken & Company overseeing the Engineered Performance Products business, a multinational segment offering technical textile products for industrial applications, building and construction, and automotive markets.  Jeff also led the Fire Service, Government & Defense, and Performance Apparel business segments for eight years.

Prior to Milliken & Company, Mr. Morris served in a leadership role at Honeywell’s Safety Products division (formerly Norcross Safety Products), where he was Vice President and General Manager of the Specialty Safety Group, Honeywell’s First Responder Products, and the Salisbury brand, which primarily serves the utility and fire service markets. Jeff joined Honeywell through the acquisition of Norcross Safety Products, where he held various leadership roles during his tenure and was instrumental in Norcross’ success throughout its period of private ownership. In addition to Mr. Morris’ successful professional career, Morris started the Folds of Honor Palmetto State chapter to support the children and spouses of military service members and first responders.

“I’m thrilled to be joining VSG at this exciting stage of growth. The Company has done an exceptional job serving their at-height customer base both through its world-class web stores as well as with its portfolio of innovative owned brands such as Notch, Sterling, Rope Logic, Atlantic Braids, Dendroid and Tree Punk,” said Morris. “There are exciting opportunities to build on VSG’s strong foundation to continue to ensure VSG’s customers remain safe, confident and comfortable while on the job.”

Mr. Morris will begin his new position by attending the 2023 Tree Care Industry Association’s TCI Expo in St. Louis, MO, November 15-18 where VSG will be featuring a full range of products from their family of brands.

About Vertical Supply Group

Vertical Supply Group (VSG) is a manufacturer and supplier of the world’s leading products that keep climbers, ‘industrial athletes,’ and technical rescue personnel safe and efficient while operating high above the ground. VSG’s leading brands & products set a standard of innovation and quality while providing world-class experiences for their retail, distribution, and web store customers. VSG’s offering consists of the most comprehensive assortment of products for arborists, climbers, emergency personnel, technical rescue, and other work-at-height professionals & enthusiasts.