VF Corp CEO Bracken Darrell confirmed the change was planned, citing a need for stronger product and commercial capabilities at the group’s most consistent performer.
VF Corporation has named Chris Goble as the new Global Brand President of The North Face, replacing Caroline Brown, who will step down at the end of March in what group leadership described as a pre-planned succession.
The appointment was disclosed March 10 at Citi’s 2026 Global Consumer & Retail Conference by Bracken Darrell, VF Corp.’s President and Chief Executive Officer. Despite the speed of the change – Brown has held the role for fewer than two years – Darrell was explicit that it had been in preparation for some time. “This was a plan,” Darrell told conference attendees. “The North Face business is in good shape.” Brown will remain with the company as an adviser through the end of the first quarter.
Goble brings product and commercial depth to a performance brand
Goble’s appointment is a direct response to a capability gap Darrell identified at the brand. His background spans product development, merchandising and commercial operations – areas Darrell signaled he wants to prioritize at The North Face.
Before joining VF Corp. in October 2024 as President of Dickies, Goble spent seven years at Gap Inc., where he rose to Chief Product Officer and General Manager of Gap North America. He also held a Vice President of Merchandising position at Gap’s sister brand Old Navy. He remained in the Dickies role until November last year, when VF completed the sale of the workwear brand to US brand management company Bluestar Alliance. Since January, he has overseen VF’s emerging brands division – a portfolio that includes Altra, Eastpak, Icebreaker, JanSport, Kipling, Napapijri and Smartwool. Oversight of that portfolio will transfer to Darrell.
Darrell framed the hire in terms of what he believes The North Face needs next: “It’s a product business. If you don’t have great product, you’re not going to win,” he told investors. “He’s got that rare combination of both [product and commercial] – and I’m going to keep simplifying [The North Face], and I think he’s going to bring a really good touch to that.”
Brown leaves a brand in growth despite a luxury-to-outdoor trajectory
Brown’s background was rooted in luxury fashion rather than outdoor performance. Before taking the North Face role, she had served as Chief Executive Officer of Donna Karan International and DKNY, as President of Carolina Herrera – owned by Spanish fashion group Puig – and as US Chief Executive Officer of Swiss fashion house Akris. She began her career at Giorgio Armani and joined VF Corp.’s board in February 2024 before leaving it in June that year to take up the brand president role.
In a memo to staff, Darrell credited Brown with reorienting the brand around its heritage performance pillars – mountain, climb and trail – while maintaining direct-to-consumer momentum during a difficult period for the wider apparel sector.
“I needed someone strong who had deep experience with transformation,” Darrell wrote. “She has done a terrific job. Her time in this role gave us the foundation we were looking for.” Brown’s next career move was not disclosed.
North Face continues to outperform within a recovering VF portfolio
The leadership change arrives as The North Face remains among VF Corp.’s strongest performers. In the group’s fiscal third quarter, ending Dec. 27, the brand grew revenue by 8 percent on a reported basis – equivalent to 5 percent at constant exchange rates. VF Corp. as a whole recorded revenue of approximately $2.875 billion (approx. €2.6bn) in the same period, a 1 percent increase, as global direct-to-consumer performance turned positive.
The contrast with other brands in the portfolio is notable. VF’s skateboarding and streetwear brand Vans, once the group’s largest by revenue, continues to navigate a more challenging recovery. Darrell indicated he expects The North Face’s positive momentum to continue through the coming financial year.
