Some 7 months after Steve Rendle decided to retire from the company after more than five years as Chairman, President and Chief Executive Officer and nearly 25 years of service, VF Corp – owner of Vans, The North Face, Timberland and Dickies, among other brands – announced that its board of directors has appointed Bracken Darrell as president and CEO, effective July 17.
Darrell joins VF from Logitech International, where he has served as President and CEO since 2013.
Benno Dorer, who has served as Interim President and CEO since Dec. 5, 2022, and has been a member of VF’s Board of Directors since 2017, will remain a member of VF’s Board of Directors. Richard Carucci, a member of VF’s Board of Directors since 2009 and Interim Chairman of the Board during the recent VF leadership transition, has been appointed Chairman of VF’s Board of Directors.
“We conducted an extensive search and determined that Bracken has all the attributes to excel in this role,” said Carucci. “He is a transformational and visionary business leader with a strong track record of performance across multiple industries.”
The incoming President and CEO has proven experience in business leadership, product innovation and brand management at blue-chip companies. He takes the helm of VF after serving as President and CEO of Logitech for 10 years. Under Darrell’s leadership, Logitech expanded into more than 20 new product categories, more than doubling sales and increasing market capitalization tenfold. Before that, Darrell held international leadership positions of increasing responsibility at Procter & Gamble, where he was President of Braun worldwide; Whirlpool Corporation, where he was President of EMEA; and General Electric. Earlier in his career, after graduating from business school, Darrell worked in brand management at Procter & Gamble and is considered a leader in the restructuring of the Old Spice brand.
