Michel Bilodeau named Vans vice president, general manager EMEA

VF Corporation has named Michel Bilodeau as its new vice president, general manager of Vans Europe, Middle East and Africa (EMEA) region. 


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Bilodeau currently serves as vice president, general manager of VF outdoor and action sports (ODAS) for Canada. According to a press release, he will begin his new position by October 2019. 

The new EMEA executive first joined VF in May of 2009 as general manager, Vans Canada. He began his most recent role as VP and general manager of VF ODAS Canada in 2015. In the role, he managed the Canadian businesses of The North Face, Timberland, Vans, Smartwool and JanSport. 

Prior to joining VF, Bilodeau was a partner at Sports Odyssee Inc., a Canadian distributor of action sportswear that served as the sole distributor for the Vans brand in Canada until 2010. He also worked for the Sports Experts Group, a retail chain based in Quebec.  

“[Bilodeau] has played an instrumental role in spearheading the growth and development of not only our Vans brand throughout Canada but also for other brands in the VF portfolio,” said Doug Palladini, Vans global brand president.

“As EMEA continues to be a critical growth region for the Vans brand, his extensive background and understanding of the marketplace will further enable our ability to grow and authentically connect with our consumers across the region.”

The appointment follows VF’s decision to raise its full-year guidance last week after revenue increased 6 percent to $2.3 billion in the first quarter ended June 29.

The quarter marks the first period since the spinoff of the company’s denim business, dubbed Kontoor Brands. The new jean business includes Wrangler, Lee and Rock & Republic, as well as the VF Outlet business. VF continues to operate Vans, The North Face, Timberland and Dickies, among other brands. 

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