VF Corporation to boost Greater China management ranks

Apparel, footwear and accessories firm VF Corporation is making a series of organisational changes it says will “strengthen and accelerate” its business strategy in Asia Pacific, with a particular focus on China.

The company, which owns a portfolio of outdoor and activity-based lifestyle and workwear brands, including Vans, The North Face, Timberland and Dickies, expects China to account for 80 per cent of its global sales by 2024, up from 65 per cent now.

VF is establishing a new position of president, Greater China, expecting to make the appointment later this summer. The person will be responsible for operations in Mainland China, Hong Kong and Taiwan.

“When we introduced our new global business strategy in 2017, we declared our commitment to invest in our Apac region and accelerate growth for our brands, all with a particular emphasis on China,” said VF Corporation chairman, president and CEO Steve Rendle.

“By creating the new position of president, Greater China, we’re leaning even further into the many opportunities we see to elevate our business and brands in this fast-moving, digitally driven marketplace. We look forward to announcing our appointment later this summer.”


VF Corporation’s current group president Asia Pacific Kevin Bailey (right) will continue in his role but relocate to Colorado, where he will add the firm’s Emerging Brands portfolio to his responsibilities.

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