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VF Corporation today announced organisational changes to strengthen and accelerate the company’s business strategy in Asia Pacific, while at the same time adding enhanced leadership support for its emerging brands platform. With a specific focus on advancing its stated strategy of growing its business in China,

The global apparel and footwear company has created the new position of president for Greater China.

Establishing a leadership position responsible for Greater China, which includes Mainland China, Hong Kong and Taiwan, creates an organisational structure that will enable VF and its brands to move faster and with focused agility to pursue growth opportunities in this important market.

“When we introduced our new global business strategy in 2017, we declared our commitment to invest in our APAC region and accelerate growth for our brands, all with a particular emphasis on China,” said VF’s chairman, president and CEO, Steve Rendle.

“By creating the new position of president, Greater China, we’re leaning even further into the many opportunities we see to elevate our business and brands in this fast-moving, digitally driven marketplace. We look forward to announcing our appointment later this summer,” he added.

Kevin Bailey, executive VP for APAC, will continue leading the company in the region, but will relocate from Hong Kong to Denver, Colorado, where he will also assume leadership of the company’s emerging brands platforms including the Altra, Eagle Creek, JanSport and Smartwool trademarked brands, and the Kipling and Icebreaker brands in the Americas Region. Bailey will continue reporting to Rendle and serving on VF’s executive leadership team.

“Our Asia Pacific business has been a key growth driver for VF in recent years and I look forward to continuing to lead the amazing APAC teams and advancing our regional business strategy with the added leadership support of a new president of Greater China,” said Bailey.

Greater China represents about 65% of VF’s total business in APAC. The company expects that business to grow to around 80% by fiscal year 2024.