Ariat International is preparing for a leadership transition as co-founder and long-time chief executive Beth Cross moves into a new role at the western footwear and apparel brand. Liz O’Neill, formerly executive vice president and chief operating officer at Levi Strauss & Co., will formally take over as Ariat’s new CEO effective 2nd April, 2026.
Cross announced that she will step aside as CEO and become executive chair of Ariat’s board of directors, marking a shift after more than three decades at the helm of the company she helped establish.
“After more than 30 years of building Ariat alongside an amazing group of colleagues, I’m beginning the next chapter of my role with the company, transitioning from CEO to executive chair of the board of directors,” Cross said in a statement. “Ariat has been a major part of my life for more than three decades, and I am deeply grateful for the Ariat team, partners, and consumers who have helped build this wonderful company.”
Regulatory filings with the Securities and Exchange Commission show that O’Neill retired from Levi’s on March 1, 2025, but remained engaged as a consultant through August 1, 2025. Her LinkedIn profile indicates she spent more than 11 years at Levi Strauss & Co., where she held several senior leadership positions.
While O’Neill most recently served as chief operating officer, her previous roles at Levi’s included executive vice president and president of product, innovation and supply chain, chief supply chain officer, and senior vice president of product development and sourcing.
Cross said O’Neill brings “deep experience leading global teams and working with partners around the world.” She added that O’Neill “respects what we have built at Ariat.”
In the coming months, O’Neill will work closely with Cross and the existing leadership team before officially assuming the CEO position on April 2.
Ariat was founded in 1993 by Cross and Pam Parker and has remained female-led since its launch. That leadership structure will continue once O’Neill steps into the role of chief executive.
She also highlighted the company’s focus on supporting employees through different life stages. That includes coaching and mentoring for younger team members, paid parental leave for both men and women, and flexibility for employees managing additional responsibilities such as caring for ageing parents or dealing with illness.
Ariat sells its boots and apparel through its own website as well as via retail partners including Boot Barn, Nordstrom, Tractor Supply Co., Hibbett Sports, Dick’s Sporting Goods, and Academy Sports + Outdoors.
Interest in western-inspired fashion has grown as the aesthetic gains traction in pop culture. Country music star and Grammy winner Lainey Wilson signed a collaboration with Kontoor Brands to wear Wrangler denim during performances and select appearances. In July, she also revealed a signature jewellery collection with The Jewelry Group, available at selected retailers including Ariat.
The western lifestyle has also been boosted by Beyoncé’s album “Cowboy Carter” and television series such as “Yellowstone” and “Landman.” In October 2024, Yellowstone costume designer Johnetta Boone collaborated with Ariat on a limited-edition range of boots and apparel worn by characters on the show, with products released on the Ariat website.
