US apparel giant VF Corp has named Denny Bruce as global brand president of its Dickies business.
Bruce will be responsible for all aspects of the brand’s global operations and performance, and will oversee the brand’s wholesale and direct-to-consumer businesses, including a focus on digital.
Reporting to Curt Holtz, executive vice president and group president of workwear, Bruce will also be responsible for strengthening the Dickies team and its capabilities to drive profitable growth globally.
“Dickies is an iconic brand that has stood alongside generations of proud workers, equipping them with tough, durable workwear that has enabled them to make and shape our world,” says Holtz. “At the same time, the brand’s heritage and authenticity has transcended the workwear category and elevated its cultural relevance as a lifestyle brand in markets around the world. As the brand 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. 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.”
Prior to joining VF, Bruce was executive vice president of sales, product and marketing at Traeger Pellet Grills. He has also held roles at Skullcandy, Vans and Burton Snowboards.
“Dickies embodies a strong work ethic, a dedication to your craft and taking pride in the work as much as the finished product,” Bruce says, adding: “I look forward to partnering with the global teams to leverage the brand’s well-earned reputation and consumer loyalty to advance the long-term vision and accelerate the global growth strategy.”
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By GlobalDataPhilip Williamson, former CEO of Williamson-Dickie Mfg Co, will move into a non-operating brand ambassador role, allowing him to lend his experience and knowledge of the Dickies brand, as well as working closely with Bruce to advance the brand’s strategic initiatives.
VF acquired Dickies as part of its 2017 purchase of Williamson-Dickie and its portfolio of workwear brands. Of the 20 brands owned by VF, the Dickies brand is the company’s fourth largest brand by revenue.
