Denny Bruce

Denny Bruce

VF Corporation has announced the appointment of Denny Bruce to the position of Global Brand President, Dickies, effective July 1. He reports to Curt Holtz, Executive Vice President and Group President, Workwear.

Bruce will be responsible for all aspects of the brand’s global operations and performance, the company said in a news release.

Prior to joining VF, Bruce was Executive Vice President of Sales, Product and Marketing at Traeger Pellet Grills where he and his team drove disruptive growth in a $10 billion industry and quadrupled the company’s revenue and earnings during a four-year period.

"I’m honored to be joining VF and leading the Dickies brand,” Bruce said in the release. “Dickies embodies a strong work ethic, a dedication to your craft and taking pride in the work as much as the finished product. I look forward to partnering with the global teams to leverage the brand’s well-earned reputation and consumer loyalty to advance the long-term vision and accelerate the global growth strategy.”

“Dickies is an iconic brand that has stood alongside generations of proud workers, equipping them with tough, durable workwear that has enabled them to make and shape our world,” Holtz said in the announcement.

“At the same time, the brand’s heritage and authenticity has transcended the workwear category and elevated its cultural relevance as a lifestyle brand in markets around the world. As the brand enters a new phase of growth and expansion, Denny will bring together our international teams to drive a consistent global experience that engages consumers in new ways, “ Holtz said.

Philip Williamson, former CEO of Williamson-Dickie Mfg. Co., will move into a non-operating brand ambassador role, and will work closely with Bruce to advance the brand’s strategic initiatives, the news release said.

VF acquired the Dickie® brand as part of its 2017 purchase of Williamson-Dickie and its portfolio of workwear brands. Of the 20 brands owned by VF, the Dickies brand is the company’s fourth largest brand by revenue.

– FWBP Staff

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