VF reshuffles leadership of EMEA region

By

Robin Driver

Published
Apr 1, 2021

VF Corporation, the Denver, Colorado-based owner of brands including Vans and The North Face, has announced the appointment of Andreas Olsson, Massimo Ferrucci, Argu Secilmis and Stuart Pond to new roles in its EMEA leadership.

 
Olsson has become the regional general manager of workwear brand Dickies in EMEA. The executive, who first joined VF in 2009, has held a range of sales and marketing positions at the Vans and The North Face brands. Most recently, he served as director of group digital accounts, a role in which he helped drive strategic digital acceleration in the EMEA region.
 
In his new role, he will report to VF EMEA president Martino Scabbia Guerrini and Dickies global brand president Denny Bruce. He succeeds Ferrucci, who has now been appointed as president of VF’s premium Italian outerwear brand, Napapijri, a role which he will add to his existing responsibilities as general manager for emerging markets.

Ferrucci replaces Timo Schmidt-Eisenhart, who has left the company in order to pursue a new career opportunity.
 
Secilmis has also joined Napapijri, taking on the role of VP for product and marketing at the brand. Having started his VF career at Timberland in 2009, the executive has held roles across merchandising, marketing and product, and most recently served as the American outerwear and footwear brand’s VP for global apparel. He now reports to Ferrucci.
 
Finally, Pond has been named VP for EMEA supply chain operations, a role in which he will report to Scabbia Guerrini. Having served as VP of supply chain for VF’s Asia Pacific region since 2018, Pond will now relocate from Hong Kong to VF’s office in Stabio, Switzerland.
 
In his new role, he succeeds Darren Miller, who is leaving VF for personal reasons after 28 years with the company.

 
“VF’s ongoing success in EMEA is driven by a strong, cohesive leadership team with extensive business management experience, industry knowledge and a deep understanding of our company culture and vision,” said Scabbia Guerrini in a release. “We’re thankful to Andreas, Massimo, Argu and Stuart for bringing their passion and commitment to VF. We wish them all the best on their new assignments going forward.”  
 
In the third quarter ended December 26, 2020, VF reported $3.2 billion in revenues, down 6% compared to $3.0 billion in the prior-year period. The decline reflected the impact of temporary store closures related to the Covid-19 pandemic.
 
Net earnings for the period were $347.2 million, representing a 25% decrease compared to $465 million in the prior-year period.