VF Corp names new global brand president for Dickies

By

Robin Driver

Published
Jul 9, 2019

Greensboro, North Carolina-based lifestyle company VF Corporation announced on Monday that it has appointed Denny Bruce as the new global brand president of workwear label Dickies – currently the fourth largest brand by revenue in a 20-strong portfolio that also includes Vans, The North Face and Timberland.
 

In his new role, Bruce will be responsible for all aspects of the brand’s global operations, overseeing both its wholesale and direct-to-consumer businesses with a focus on digital. He will also be tasked with leading Dickies’ profitable growth by executing its strategic plan globally, strengthening its team and ensuring that the brand offers compelling products and experiential campaigns.
 
He will report to Curt Holtz, VF’s executive vice president and group president for workwear.

Bruce joins VF from Traeger Pellet Grills, where he served as executive vice president of sales, working alongside with his team to quadruple the company’s revenues and earnings in the space of four years.
 
Prior to this, the graduate of Central Connecticut State University was VP of domestic sales at Skullcandy from 2010 to 2013, having previously served as the key accounts and national sales manager at Vans, another VF-owned brand.
 
“As [Dickies] enters a new phase of growth and expansion, Denny will bring together our international teams to drive a consistent global experience that engages consumers in new ways,” said Holtz in a release. “We are highly confident in the prospects for this exciting brand and look forward to working with Denny as we pursue the many opportunities ahead.”

VF, which acquired Dickies in 2017 as part of its purchase of Williamson-Dickie and its brand portfolio, recently completed the spin-off of its denim business as Kontoor Brands. The company reported $13.8 billion in revenue in fiscal 2019, up 12% from the previous year. 
 
Bruce’s appointment was effective July 1, 2019.