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By
Fibre2Fashion
Published
Mar 9, 2017
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Joe Vernachio named president of Mountain Hardwear brand

By
Fibre2Fashion
Published
Mar 9, 2017

Columbia Sportswear Company has appointed industry veteran Joe Vernachio as president of its Mountain Hardwear brand, effective from April 2017. Vernachio brings to the role a rich 30 year career in the outdoor and athletic industry and he joins from The North Face, where he serves as global vice president of product and operations since 2011.




Prior to The North Face, he served for six years as chief operating officer at Spyder Active Sports, four years as vice president of product for Canadian retail chain Roots, and 12 years in product development and category management with Nike.

In his new role, he will be based at Mountain Hardwear's headquarters in Richmond, California, where he will lead all aspects of Mountain Hardwear's global brand positioning, go-to-market strategies and execution across all distribution channels.

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