VF Corp. has a new president and CEO. Bracken Darrell, president, and CEO of Logitech Intl. S.A. for the past decade, will take the helm of The North Face and Vans parent on July 17 from Director Benno Dorer, who has served as the interim president and CEO since December.

At VFC, Darrell will lead a firm with a strategic plan in place to improve its sales and profitability results over the next 12 months via continued growth for its direct-to-consumer, North Face segments and the EMEA region as it lowers its inventory levels, reduces its SKU counts, and improves its supply chain metrics.

While the company’s Americas region, particularly the U.S., will be challenged for part of this fiscal year that commenced in April, VFC last month forecast “flat to slightly up” FY24 revenues.

Darrell’s career corporate experience has included roles at Procter & Gamble, the Whirlpool Corp., and General Electric. At Logitech, he is credited with taking the brand into more than 20 new product categories, doubling revenues, and helping the company increase its market capitalization tenfold.