Denver-based VF Corporation has announced executive changes at four of its emerging brands – Dickies, Altra, Smartwool and Icebreaker – effective immediately.
Dalhausser: From Altra to Dickies
Todd Dalhausser has been named global brand president of Dickies. He will report to VF’s interim president & CEO Benno Dorer and will be part of VF’s executive leadership team. Dalhausser is expected to accelerate the workwear brand’s “profitable growth.” “The Dickies brand is an important contributor within the VF portfolio, and we look forward to consistently strong performance under Todd’s leadership,” Dorer said.
Dalhausser joined VF in 2018 as Altra’s first brand president following the brand’s acquisition by VF. Prior to that, he was senior vice president of sales for Saucony North America at Wolverine Worldwide. He also led the Saucony/Hind apparel business, overseeing design, development and product merchandising. Dalhausser held similar positions at Vans and Reebok earlier in his career.
McLaren: From Smartwool to Altra
Jen McLaren, brand president of Smartwool since 2018, has been named brand president of Altra and general manager of VF North America key accounts. She will continue to report to Martino Scabbia Guerrini, EVP & president, EMEA, APAC and Emerging Brands. McLaren will drive consistent strategic collaboration with VF’s major wholesale customers on behalf of all VF brands.
She joined VF in 2011 when the Smartwool and Timberland brands were acquired by VF. At that time, she was named CFO of Smartwool. Prior to that, she served as CFO for North America at Timberland. She joined Timberland in 2003 and worked in the global financial planning and analysis organization. Previously, McLaren held various positions at Arthur Andersen and Softbank Capital.
Van Mossevelde: Smartwool in addition to Icebreaker
Jan Van Mossevelde, president of Icebreaker, assumes additional responsibility for the Smartwool brand as part of VF’s focus on leveraging future strategic and operational synergies between these brands as a foundation for stronger and more profitable growth. He will continue to report to Scabbia Guerrini. With responsibility for both brands, Van Mossevelde will lead strategies that build on and strengthen industry-leading positions in merino wool and natural fibers. While each brand will continue to operate separately, they will work together on a cohesive strategy to leverage their respective strengths and capabilities in addition to VF’s broader global business platforms.
Van Mossevelde has served as global brand president Icebreaker since 2021. In 2019, he was appointed VP, general manager, Icebreaker EMEA. He joined VF in 2015 as general manager, global brand management and demand creation, within the company’s corporate strategy organization. Prior to that, he served as VP, strategy, for VF’s EMEA region. Before joining VF, Van Mossevelde worked at Procter & Gamble, where he held various leadership positions in the brand portfolio in upstream and downstream areas of the marketing organization.
Within VF Corp, the brands Vans, The North Face and Timberland are managed as Core Brands, while all other brands in the portfolio are the Emerging Brands. “These appointments in our Emerging Brands platform demonstrate our focus on putting strong leaders in critical roles,” said Scabbia Guerrini. “We are committed to fueling the momentum we have in our Emerging Brands and know that Jen and Jan are the right leaders with the right experience and capabilities to drive continued growth.”
