Apparel Firm VF Corp Taps Logitech CEO to Take the Reins

Apparel and footwear company VF Corp has named Logitech CEO Bracken Darrell as its next president and chief executive officer.

“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,” board Chair Richard Carucci said in a Tuesday (June 20) press release announcing the appointment. “Throughout his career, he has demonstrated an outstanding ability to enhance design capabilities, delight consumers, and accelerate revenue growth and margin expansion.”

During Darrell’s time at Logitech, he gained recognition for leading a turnaround of the company which involved venturing into previously unexplored markets and introducing innovative products, VF noted in the release, while placing design as a pivotal part of the company’s strategy.

Under Darrell’s leadership, Logitech expanded into over 20 new product categories, achieved a revenue growth of over 100%, and witnessed a tenfold increase in market capitalization, per the release.

Before his tenure at Logitech, Darrell held positions at Procter & Gamble, Whirlpool Corporation and General Electric. He began his career at Procter & Gamble in brand management roles, playing a part in revitalizing the Old Spice brand and earning recognition for his efforts.

Darrell’s appointment will be effective July 17.

Benno Dorer, who has served as interim president and CEO of VF Corp since last December, will remain a part of VF’s board. Carucci, who has been a board member since 2009 and played the role of interim board chair during the recent leadership transition, has now been named chair of the VF Board.

“While in the role, Benno engaged with and energized VF’s global teams, sharpened execution and strengthened the company’s financial stability and discipline. He has done an excellent job preparing for this handoff to Bracken and I know he’ll continue to make meaningful contributions as a member of VF’s Board,” Carucci said.

To date, VF Corp holds a diverse assortment of brands spanning outdoor recreation, active apparel, workwear and street fashion including Vans, The North Face, Timberland and Dickies.

During Tuesday’s trading session, VF Corp. saw a 2.1% increase in its shares.