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VF Corporation appoints new vice president for Vans EMEA

Tom Bottomley
30 July 2019

The VF Corporation has hired Michel Bilodeau as its new vice president and general manager for Vans in the EMEA (Europe, Middle East and Africa) region starting from October 2019.

No stranger to the Vans brand, Bilodeau joined VF in May 2009 as general manager of Vans in Canada. He is currently serving as the vice president and general manager of VF outdoor and actions sports Canada, where he is responsible for overseeing the Canadian businesses for The North Face, Timberland, Vans, Smartwool and JanSport brands.

Doug Palladini, Vansglobal brand president, said: “Michel has played an instrumental role in spearheading the growth and development of not only our Vans brand throughout Canada but also for other brands in the VF portfolio. As EMEA continues to be a critical growth region for the Vans brand, his extensive background and understanding of the marketplace will further enable our ability to grow and authentically connect with our consumers across the region.”

Speaking about his new role, Bilodeau commented: “I am happy to be joining VF in EMEA and leading the regional growth of the Vansbrand. As Vans remains focused on its ability to meet consumer needs across more than 40 unique EMEA countries, I am excited to work with the Vans leadership team to ensure we continue to strengthen these relationships and strategically grow our business.”

Martino Scabbia Guerrini, VF’s group president for EMEA, added: “Michel’s extensive experience with strategic accounts through our One VF platform approach and understanding of our direct-to-consumer business will strengthen our ability to drive growth and further connect with our consumers in deeper ways as Vans lives up to its commitment of serving as the icon of creative expression.”

Vans recently revealed that it had leased the former Miss Selfridge store on London's Oxford Street and would be opening one of its biggest stores in the world in the space. It will also have one of the biggest brand assortment's in Europe.

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