VF Corporation, Parent Company to The North Face and Supreme Names New CEO

In just six months, Vans, Supreme and The North Face‘s parent company, VF Corporation has officially found its new CEO, Bracken Darrell. Ex-CEO Steve Rendle stepped down at the end of last year, after reports of the company’s lowered revenue in 2022.

Darrell comes with a breadth of experience. He is a seasoned c-suite executive who has been the CEO of Logitech International for a decade, prior to rising the ranks at consumer-packaged goods company, P&G. Darrell is set to take his position as VF Corporation’s major decision maker on July 17. Currently, Benno Dorer has filled in as interim CEO. Dorer will still remain on the board while Richard Carucci, who has been serving as interim chairman will resume the position permanently. In a press release, Carucci said,

“We conducted an extensive search and determined that Bracken has all the attributes to excel in this role. He is a transformational and visionary business leader with a strong track record of performance across multiple industries. Throughout his career he has demonstrated an outstanding ability to enhance design capabilities, delight consumers, and accelerate revenue growth and margin expansion.”

Darrell was a major part of Logitech’s growth and expansion into new categories. During his time there, he doubled the firm’s revenues and grew its market capitalization tenfolds. P&G has had a record of producing some of the fashion industry’s top execs — Chip Bergh at Levi Strauss & Co. to Patrice Louvet at Ralph Lauren Corp., Fabrizio Freda at The Estée Lauder Cos. and Toni Belloni at LVMH Moët Hennessy Louis Vuitton. Darrell said of his new appointment,

“Like millions of people around the world, I love VF’s iconic brands. I’m so impressed by this organization’s sustained ability to keep its portfolio of brands at the forefront of culture over time during its 124-year history. I look forward to working closely with the board, leadership team and the talented associates across VF to build on the initiatives underway to strengthen business performance and drive strong and sustainable growth and shareholder value creation. I can’t wait to get to work.”

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