Joe Vernachio becomes the new president of the outdoor brand Sorel. The former CEO of shoe maker Allbirds Inc. will take up his new post on June 22, Sorel parent company Columbia Sportswear Company said on Wednesday.
Vernachio is therefore about to return to the corporate group. From 2017 to 2021 he was President of the Mountain Hardwear brand, which also belongs to Columbia Sportswear. Previously, Vernachio held various management positions at well-known companies such as The North Face, Spyder, Roots, Calvin Klein and Nike.
He had most recently worked for Allbirds for more than five years, the last two of which were as CEO. The shoe brand was sold to the American Exchange Group (AEG) in the spring.
Craig Zanon, Executive Vice President (EVP), Europe Direct, Asia Direct and Emerging Brands, at Columbia Sportswear, explained the personnel decision. “Joe is a consumer-focused, collaborative leader with a deep passion for products and brand stories,” he said in a statement. “His energy, expertise and proven leadership will help drive scalable growth at Sorel and significant brand expansion.”
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