Former Allbirds CEO is the new President of Sorel
Sorel, the outdoor brand owned by Columbia Sportswear, has announced the appointment of Joe Vernachio as its new president. He joins the brand from Allbirds
Joe Vernacchio is the new President of the Sorel brand, having taken up the position on the 22nd of June. This appointment marks his return to the group. He previously served as President of Mountain Hardwear for four years before leaving to become COO and ultimately CEO of Allbirds.
He has also held the position of Global Vice President of Product and Operations at The North Face, as well as key roles at Nike, Spyder, Roots, Calvin Klein and Patagonia.
“Joe is a consumer focused, collaborative leader with a deep passion for product and brand storytelling. His energy, expertise, and proven leadership will help fuel scalable growth and meaningful brand expansion for SOREL”, said Craig Zanon, EVP of Europe Direct, Asia Direct and Emerging Brands.
Image Credits: finance.yahoo.com
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