VF Corporation, a global leader in branded lifestyle apparel, footwear, and accessories, has announced the appointment of Michel Bilodeau as vice president, general manager of Vans EMEA. Currently serving as the vice president, general manager of VF Outdoor & Action Sports for Canada, Bilodeau will transition into his new role by October 2019.
“Michel’s extensive experience with strategic accounts through our One VF platform approach and understanding of our direct-to-consumer business will strengthen our ability to drive growth and further connect with our consumers in deeper ways as Vans lives up to its commitment of serving as the icon of creative expression,” Martino Scabbia Guerrini, VF’s group president for EMEA said in a press release.
Michel joined VF in May 2009 as general manager, Vans Canada. He most recently held the role of general manager, VF Outdoor & Action Sports Canada where he was responsible for overseeing the Canadian businesses for various brands that included The North Face, Timberland, Vans, Smartwool, and JanSport.
During his tenure, he helped accelerate growth for VF’s business in region through his strong business acumen, exceptional knowledge of the Canadian market, and close collaboration with brands and functional leaders.
Prior to joining VF, Bilodeau was a partner at Sports Odyssee, a Canadian distributor of action sportswear, which until 2010 was the sole distributor for the Vans brand in Canada. This experience gave him a deep understanding of the Vans brand and the culture of strong distributor relationships present throughout VF.
“Michel 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. 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,” Doug Palladini, Vans global brand president said.
“I am happy to be joining VF in EMEA and leading the regional growth of the Vans brand. As Vans remains focused on its ability to meet consumer needs across more than 40 unique EMEA countries, I am excited to work with the Vans leadership team to ensure we continue to strengthen these relationships and strategically grow our business,” Bilodeau said.