VF Corporation reshuffles EMEA leadership team

VF Corporation, a global leader in branded lifestyle apparel, footwear, and accessories, has recently announced new appointments to its EMEA brand leadership team.

Andreas Olsson, previously general manager of Dickies EMEA will assume the role of VP sales at Vans EMEA. In his new role, Olsson will report directly to Michel Bilodeau, VP/general manager of Vans EMEA.

Olsson started his VF career in 2009 for The North Face as key account manager, and quickly advanced to join the Vansteam, holding various sales and marketing positions, including country sales manager Scandinavia. 

During the last two years with Dickies, he has played a crucial role in driving strategic priorities, elevating the brand in the region and unlocking new opportunities in the marketplace. As he gets back to his brand roots, Olsson will lead the Vans sales organisation and execute the wholesales strategy across all market channels and categories in EMEA.

Regarding his new role, Olsson said: “I am grateful for the career opportunities I have been afforded at VF that have allowed me to explore different roles and gain valuable experience along the way. 

“I want to recognize the achievement of our highly talented Dickies EMEA team, which have delivered a progressive marketplace execution, challenged the status quo and deployed a focused brand elevation strategy that is unlocking rapid consumer acquisition. 

At the same time, I am excited to be rejoining the Vans family and be part of shaping the growth of one of the most authentic brands in EMEA today.”

Werner Bossenmaier, previously VP, Marketplace at Timberland® EMEA, will succeed Olsson as general manager of Dickies EMEA. He will have a dual report to Martino Scabbia Guerrini, EVP, president EMEA, APAC & Emerging Brands, and to Todd Dalhausser, global brand president at Dickies, and serve on the senior leadership team for both Dickies’ Global and VF’s EMEA region.

Bossenmaier has been key in leading the overall Timberland EMEA commercial strategy, developing a powerful unified marketplace approach and delivering consumer-centric excellence across our entire EMEA region. 

Before joining Timberland, he was pivotal in leading VF’s EMEA business as director, group digital accounts. In this role, he led the creation of one VF framework and Digital Key Account Governance to establish best practices across VF’s portfolio, which resulted in accelerated brand growth. 

In his new role, Bossenmaier and the entire Dickies team will continue to concentrate on the growth of the brand with a focus on product, work and work-inspired offerings, marketplace development, and building deep engagement with consumers.  

Bossenmaier said: “As I move forward with this new role at Dickies, I am excited to embark on this journey with great energy, passion and confidence. Together with our highly talented team, we will continue to thrive and build upon the strong foundation which Andreas and team have created. Following the brand’s recent 100 year anniversary, we are looking forward to driving the next phase of its evolution, while elevating it together with our long-term partners.”

Guerrini added: “We are proud to announce Andreas’ and Werner’s promotions to these important leadership roles in EMEA. At VF, we believe in investing in our talent, and these appointments are a testament to our commitment to talent growth and development. 

“Their wealth of experience and expertise will undoubtedly contribute to the success of our business, as we continue to aim for growth and expansion. We congratulate them on their new roles and look forward to the achievements they generate for us in the future.”