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VF Corp Announces New EMEA Leadership for Wrangler and Lee

VF Corp., parent company to Wrangler and Lee, announced Monday a leadership shakeup in its Europe, Middle East and Africa (EMEA) regions, while also adding two new positions.

The company announced Johan De Niel as the new VP of Wrangler EMEA and Peter Kats as new VP of Lee EMEA. Both will report to President, VF Jeanswear EMEA, Massimo Ferrucci. De Niel and Kats will lead the design, product, merchandising and marketing teams within their respective brands.

De Niel joined VF in 1981, having held a number of leadership positions within the Lee brand. Prior to his new role with Wrangler, De Niel served as VP, product and marketing at Lee.

Kats joined VF International in 2013 as VP of sales for Vans. Last year he made the move to denim by joining Lee as VP of sales.

“The newly announced management structure will position us to realize this strategic imperative across our Jeanswear brands, bringing us closer to the consumer and establishing an even stronger foundation for the future of both brands in EMEA,” said Ferrucci.

Two new positions have also been created, within the jeanswear EMEA segment. Daniel Larson has been given the position of senior sales director, VF Jeanswear EMEA, leading the teams for both Lee and Wrangler brands across EMEA. John Vercammen makes the move to direct-to-consumer (DTC) director, VF jeanswear EMEA. Vercammen comes from a similar role in 2010, when he serves as DTC director at VF’s Kipling brand.