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In The News: Craft Sportswear, Nobull, VF Corp., SAXX


Craft Sportswear North America is moving its HQ across the country from Manchester, MA, to Seattle, WA, and getting a new CEO. Craft will join the family of brands under parent company, New Wave Group, situated in the Pacific Northwest, in a move the company says is “intended to bolster the brand’s expansion in outdoor and specialty retail, all while streamlining operational efficiencies. “

As part of this transition, Eric Schenker, the long-time CEO of Craft Sportswear US, has decided not to relocate and will be stepping down from his role. The company will bring on Jake Rawson as CEO in his place. Rawson has 25-plus years of experience at Cutter & Buck (also owned by New Wave Group) in sales and marketing, international licensing and product development. He most recently served as global concept director managing brand and product development, sourcing and strategic planning.

Training footwear and apparel company Nobull has hired Susie Mulder, the former global president for Timberland, as its new chief operating officer where she will report to the Boston company’s acting CEO and Executive Chairman Brent Hastie.

VF Corp., which had 33,000 employees as of April 1, has laid off 500 staffers globally. The job cuts, aimed at bolstering operational efficiency, were reportedly across all brands, corporate functions, and geographies. In October, the Vans, and North Face parent, faced pressure from activist investors Legion Partners Asset Management and Engaged Capital who demanded cost cuts and no further acquisitions by the Denver firm headed by new CEO Bracken Darrell.

Performance underwear brand SAXX has hired former ECCO Americas president and CEO Tom Berry as its new CEO. Prior to his role at ECCO, which he exited this past September, Berry held leadership roles at Levi Strauss & Co, Tecnica, Salomon and The North Face. At SAXX, Berry succeeds Wendy Bennison, who will remain in the business to facilitate a transition period before joining the SAXX board of directors in April 2024.