VF Corporation Appoints Denny Bruce as Dickies® Global Brand President
July 08 2019 - 6:55AM
Business Wire
VF Corporation (NYSE: VFC), a global leader in branded lifestyle
apparel, footwear and accessories, today announced the appointment
of Denny Bruce to the position of Global Brand President, Dickies®,
effective July 1. He reports to Curt Holtz, Executive Vice
President and Group President, Workwear.
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Denny Bruce, VF Corporation (Photo:
Business Wire)
“Dickies® is an iconic brand that has stood alongside
generations of proud workers, equipping them with tough, durable
workwear that has enabled them to make and shape our world,” said
Holtz. “At the same time, the brand’s heritage and authenticity has
transcended the workwear category and elevated its cultural
relevance as a lifestyle brand in markets around the world. As the
brand enters a new phase of growth and expansion, Denny will bring
together our international teams to drive a consistent global
experience that engages consumers in new ways. We are highly
confident in the prospects for this exciting brand and look forward
to working with Denny as we pursue the many opportunities
ahead.”
Bruce will be responsible for all aspects of the brand’s global
operations and performance. He will ensure the brand continues
delivering compelling products supported by experiential campaigns
that drive consumer acquisition. He’ll oversee the brand’s
wholesale and direct-to-consumer businesses, including a focus on
Digital. Bruce will also be responsible for continually
strengthening the Dickies® team and its capabilities to drive
profitable growth through the activation of its strategic plan
globally.
Prior to joining VF, Bruce was Executive Vice President of
Sales, Product and Marketing at Traeger Pellet Grills. There, he
and his team drove disruptive growth in a $10 billion industry and
quadrupled the company’s revenue and earnings during a four-year
period.
Before that, Bruce was part of the leadership team at Skullcandy
where he was Vice President of Domestic Sales. Among his
accomplishments, Bruce helped create an aspirational lifestyle
brand while growing revenue to $300 million, leading to an initial
public offering on Nasdaq. Bruce also held roles at Vans® and
Burton Snowboards.
"I’m honored to be joining VF and leading the Dickies® brand,”
said Bruce. “Dickies® embodies a strong work ethic, a dedication to
your craft and taking pride in the work as much as the finished
product. I look forward to partnering with the global teams to
leverage the brand’s well-earned reputation and consumer loyalty to
advance the long-term vision and accelerate the global growth
strategy.”
Philip Williamson, former CEO of Williamson-Dickie Mfg. Co.,
will move into a non-operating brand ambassador role, allowing him
to lend his invaluable experience and knowledge of the Dickies®
brand. Williamson will work closely with Bruce to advance the
brand’s strategic initiatives.
VF acquired the Dickies® brand as part of its 2017 purchase of
Williamson-Dickie and its portfolio of workwear brands. Of the 20
brands owned by VF, the Dickies® brand is the company’s fourth
largest brand by revenue.
About Dickies®
Dickies®, the world’s leading performance workwear brand, has
provided workers with durable, functional and comfortable workwear
since 1922, pioneering such iconic styles as the 874® work pant. A
brand of VF Corporation (NYSE: VFC), the Dickies® brand portfolio
continues to evolve and today includes modern apparel, footwear and
accessories for men, women and kids. The brand’s range of products
are available in more than 100 countries, allowing individuals
around the world to experience the performance of Dickies®. For
more information, visit www.dickies.com or follow the brand on
Facebook, Instagram and Twitter.
About VF
VF Corporation (NYSE: VFC) outfits consumers around the world
with its diverse portfolio of iconic outdoor and activity-based
lifestyle and workwear brands, including Vans®, The North Face®,
Timberland® and Dickies®. Founded in 1899, VF is one of the world’s
largest apparel, footwear and accessories companies with socially
and environmentally responsible operations spanning numerous
geographies, product categories and distribution channels. VF is
committed to delivering innovative products to consumers and
creating long-term value for its customers and shareholders. For
more information, visit www.vfc.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20190708005094/en/
VF Corporation Contact: Colin Wheeler Senior Director,
Corporate Affairs 720-903-7432 Colin_wheeler@vfc.com
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