Dive Brief:
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VF Corporation has appointed Denny Bruce to the position of global brand president of Dickies, the company said Monday in a press release. Bruce will manage the brand's direct-to-consumer and wholesale operations, and report to Curt Holtz, the executive vice president and group president of workwear, per the release.
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Bruce was previously the executive vice president of sales, product and marketing at Traeger Pellet Grills, acted as the vice president of domestic sales at Skullcandy, and held roles at Vans and Burton Snowboards.
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VF also announced that Philip Williamson, the former CEO of Williamson-Dickie Mfg, whose family launched the company nearly a century ago, will move to a "non-operating ambassador role" and work closely with Bruce to advance the brand's initiatives. VF did not immediately respond to Retail Dive's request for comment.
Dive Insight:
The appointment of Bruce follows a series of strategic decisions by the apparel and footwear conglomerate over the past few years. In 2016, VF announced that it would sell its contemporary brands businesses, which included the labels 7 for All Mankind, Splendid and Ella Moss to Delta Galil Industries for $120 million. In 2017, VF acquired Williamson-Dickie Mfg (which includes the Dickies brand, Workrite and Kodiak, among others).
Then, in 2018 the company announced that it was going to spin off its denim business into a new company that would house the Lee, Wrangler, Rock & Republic and VF Outlet brands. That same year VF completed the sale of apparel brand Nautica to Authentic Brands Group.
Selling properties to become leaner and key acquisitions has so far proven successful, with the company posting $3.2 billion in net revenues for the quarter ending in March, an increase of 6% year over year, which surpassed estimates. The increase was driven by international and direct-to-consumer sales, and a strong showing by the active, outdoor and work segments. Full year fiscal revenues increased 12% to $13.8 billion.
Out of the 20 brands owned by VF, Dickies is the fourth largest brand by revenue, according to the company.
