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VF reshuffles EMEA jeans leadership

VF Corporation has named two new vice-presidents for its EMEA denim brand portfolio, which includes the labels Wrangler and Lee.

Longstanding VF employee Johan de Niel, who joined the company in 1981, has been promoted to vice president at Wrangler. He has held several leadership positions within the company’s brand Lee, most recently working as its vice president of product and marketing.

Meanwhile Peter Kats, who joined VF in 2013 as vice president of sales for footwear brand Vans, has been made EMEA vice president for Lee.

Kats joined the Lee team last year as vice president of sales. Both de Niel and Kats will oversee design, product, merchandising and marketing within their respective brands, reporting to VF jeanswear EMEA president Massimo Ferrucci.

The EMEA jeans division has also created two new roles for the brands: senior sales director and senior direct-to-customer (DTC) director.

Daniel Larsson, who joined VF in 2007 and previously worked as strategic key account director at its brand The North Face, has been promoted to the senior sales director role, leading a combined team for both the Lee and Wrangler brands.

Meanwhile Johan Vercammen has been appointed as senior DTC director of VF EMEA jeanswear, responsible for driving the division’s strategic direct-to-consumer development. Vercammen joined the business in 2010, and was previously DTC director at VF’s Kipling brand.

Ferrucci said: “The newly announced management structure will position us to realise [our] strategic imperative across our jeanswear brands, bringing us closer to the consumer and establishing an even stronger foundation for the future of both brands in EMEA.”


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