Owensboro native Bracken Darrell has been named President/CEO of VF Corporation, a global apparel and footwear company headquartered in Denver. The news comes a week after Darrell resigned from the same role at Logitech International.
“It’s an honor and privilege to have the opportunity to serve as President and CEO of VF,” Darrell said in a release. “Like millions of people around the world, I love VF’s iconic brands. I’m so impressed by this organization’s sustained ability to keep its portfolio of brands at the forefront of culture over time during its 124-year history. I look forward to working closely with the Board, leadership team and the talented associates across VF to build on the initiatives underway to strengthen business performance and drive strong and sustainable growth and shareholder value creation. I can’t wait to get to work.”
Benno Dorer, who has served as VF’s Interim President and CEO since December 2022 and as a member of VF’s Board since 2017, will remain a VF Board member. Richard Carucci, a VF Board member since 2009 and Interim Chair of the Board during VF’s recent leadership transition period, has been named Chair of the Board of VF.
Carucci said the Board of Directors couldn’t be more pleased with their appointment of Bracken.
“We conducted an extensive search and determined that Bracken has all the attributes to excel in this role. He is a transformational and visionary business leader with a strong track record of performance across multiple industries,” Carucci said in a release. “Throughout his career, he has demonstrated an outstanding ability to enhance design capabilities, delight consumers, and accelerate revenue growth and margin expansion. His broad executive management and deep international experience make him uniquely suited to partner with and guide VF’s executive team and 35,000 talented associates around the world to fuel an exciting new future for the company. We are highly confident that under Bracken’s leadership, VF will achieve new levels of success that will make its associates, investors, and stakeholders proud.”
Darrell has proven experience in business leadership, product innovation, and brand management roles with blue-chip companies. He will take the helm at VF following more than 10 years as the President and CEO of Logitech International, where he is credited with a turnaround of the business by expanding into new categories and improving market share through the introduction of new and innovative products and the elevation of design as a pillar of the company’s strategy. Under Darrell’s leadership, Logitech expanded into more than 20 new product categories, more than doubled revenue, and achieved a tenfold increase in market capitalization, according to a release.
Prior to Logitech, Darrell held international leadership roles of increasing responsibility at Procter & Gamble where he was President of Braun globally, the Whirlpool Corporation where he was President of EMEA, and General Electric. Early in his career, upon graduating business school, Darrell held brand management roles with Procter & Gamble and is credited with leading the turnaround of the Old Spice brand.
