VF Corporation has created a new role, President, Greater China to boost up its business strategy in the Asia Pacific Region. The role will oversee the company’s business and its brands – which include Timberland, Vans and The North Face, among others in Mainland China, Hong Kong SAR and Taiwan.
According to the com-any, the region currently represents about 65 percent of VF’s total business in the APAC region and is expected to grow to about 80 percent by FY 2024. The organization has announced organizational changes to strengthen and accelerate its business strategy in the Asia Pacific region to achieve this growth.
“Our Asia Pacific business has been a key growth driver for VF in recent years and I look forward to continuing to lead the amazing APAC teams and advancing our regional business strategy with the added leadership support of a new President of Greater China,” said Kevin Bailey, the company’s executive vice president.
By creating a new position as President of Greater China, the company is leaning towards many more opportunities to see its business and brand grow in a fast-paced, digitally driven marketplace. It is looking forward to announcing an appointment later this summer.
VF has already announced that, Kevin Bailey who is also Group President of APAC, will continue to lead region but will relocate from Hong Kong to Denver, Colorado, the home of the company’s global headquarters.
He will also take the lead on the company’s emerging brand platform including the Altra, Eagle Creek, JanSport and Smartwool brands, and the Kipling and Icebreaker brands in the Americas Region.
Though comparing to the company’s revenue portfolio these are smaller brands, a group of emerging brands presents ample opportunities for growth.