VF Corporation is changing the leadership structure of its jeanswear portfolio for Europe, Middle East and Africa (EMEA) region. The company announced that Johan De Niel and Peter Kats have been promoted to VP, Brand Wrangler EMEA and VP, Brand Lee EMEA, respectively and created two new positions: Senior Sales Director of VF Jeanswear EMEA and Senior DTC Director of VF Jeanswear EMEA will be held by Daniel Larsson and Johan Vercammen, respectively.
De Niel and Kats will lead respective design, product, merchandising and marketing teams and will report to Massimo Ferrucci, President, VF Jeanswear EMEA, who will continue to lead the company’s Jeanswear portfolio in Europe. De Niel joined VF in 1981 and has held several leadership positions at Lee. Most recently he served as VP, Product and Marketing. Kats has spent less time at VF, having joined the company in 2013 as VP, Sales at Vans. He joined the Lee team in 2016 as VP, Sales.
Larsson, who joined VF in 2007 and previously served as Strategic Key Accounts Director at The North Face, will lead a unified team for both Lee and Wrangler across the EMEA region as Senior Sales Director of VF Jeanswear. Vercammen will be responsible for direct-to-consumer development in his new role. Vercammen joined VF in 2010 and previously served as DTC Director at Kipling.
Massimo Ferrucci says they are continuously working within the VF global organisation to draw on synergies across brand portfolio. The newly announced management structure will position VF to realise its strategic imperative across our jeanswear brands, bringing them closer to consumers and establishing an stronger foundation for the future of both brands in EMEA.