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Dive Brief:
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VF Corp. has promoted Abhishek Dalmia to executive vice president and chief operating officer, according to a securities filing last week.
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Dalmia has been with the apparel conglomerate since March 2024 as its chief strategy, transformation and digital officer, per the filing. Prior to joining VF, he worked at Boston Consulting Group as a managing director and partner, where he advised footwear and apparel clients on e-commerce, marketing and technology.
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In his new role, Dalmia is charged with overseeing the company’s corporate strategy, transformation, digital technology and supply chain operations.
Dive Insight:
Dalmia steps into the role as VF continues its transformation strategy, Project Reinvent, which was first launched in 2023. That plan involves boosting its brand building, execution and sales in North America. It also involved selling the Supreme brand to EssilorLuxottica last year. Dalmia’s promotion appears to be another piece of accelerating that strategy.
Prior to joining Boston Consulting Group, Dalmia worked at Lululemon, where he was senior vice president of digital. In that role, he led the athleticwear giant’s e-commerce, digital marketing and analytics organizations.
Dalmia is one of two former Lululemon executives who joined VF last year. Sun Choe, formerly Lululemon’s chief product officer, joined VF as president of Vans in July 2024.
Both Dalmia and Choe are among a cohort of new executive leadership at VF since CEO Bracken Darrell joined in 2023. Since then, VF additionally named a new president for The North Face brand and a new CFO.
VF is starting to see the results of its turnaround efforts. In January, it returned to revenue growth for the first time in two years. Q3 revenue grew 2% to $2.8 billion. The Vans brand, a key focus of the transformation plan, continues to see declines. In Q3, Vans revenue fell 9%.
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