VF Corporation, parent company of brands including The North Face, Vans and Timberland, has named Bracken Darrell as President and CEO, effective July 17. Interim President and CEO Benno Dorer, who has served in this role since December 2022, will remain a VF Board member.
Darrell joins from Logitech International S.A., where he served as President and CEO since 2013. He is credited with a turnaround of Logitech’s business by expanding into new categories and improving market share through the introduction of new products and the elevation of design as a pillar of the company’s strategy. Under Dorer’s leadership, Logitech expanded into more than 20 new product categories, more than doubled revenue and achieved a 10X increase in market capitalization.
Prior to Logitech, Darrell held international leadership roles of increasing responsibility at Procter & Gamble, including President of Braun. Earlier in his career, he helped Procter & Gamble with its turnaround of the Old Spice brand.
“We conducted an extensive search and determined that Bracken has all the attributes to excel in this role,” said Richard Carucci, a Chair of the Board at VF Corporation in a statement. “He is a transformational and visionary business leader with a strong track record of performance across multiple industries. Throughout his career, he has demonstrated an outstanding ability to enhance design capabilities, delight consumers, and accelerate revenue growth and margin expansion. His broad executive management and deep international experience make him uniquely suited to partner with and guide VF’s executive team and 35,000 talented associates around the world to fuel an exciting new future for the company.”