The North Face Global Brand President Caroline Brown said that it might be controversial to say in the outdoor industry, but she’s proud of how mainstream the brand has become, while also staying true to its mountain and performance roots over 60 years.
“The North Face is an accessible and approachable brand,” Brown told the audience at NRF 2026 at Javits Center in New York City on Tuesday, alongside fellow VF Corp. brand presidents Sun Choe of Vans and Nina Flood of Timberland. “We want to be a democratic brand … You want to climb K2? We got you covered. You want to build a snowman in your backyard? We got you covered.”
While TNF apparel is commonly seen in urban centers for everyday use, Brown, who was appointed president in June 2024, said she’s worked to re-focus the company on its three core areas: snow, climb and trail.
“Like many brands who have been around for a long time, we started to sway and chase areas that maybe we had some business in, but maybe we didn’t really have any business being in,” she said. “We had to go through a process in our new strategy of focus, and we pulled back from a lot of the areas that we were touching to focus on three core categories where customers want us to win, where we can win, and where the brand deserves to win.”
Focusing on three core areas makes it easier to make decisions and move quickly, she said.
In March, Brown shared at a VF Corp. investor day that TNF aims to double its apparel business, which makes up the majority of its sales, double its equipment and bags business and triple its footwear business. Brown didn’t discuss those ambitions at NRF, but TNF has reported strong results for VF Corp. this year. In the second quarter ended Sept. 27, TNF revenue grew 6% year-over-year. VF will report its third-quarter results on Jan. 28.
While TNF is evolving, Brown said performance and its roster of 210 athletes around the world will serve as the inspiration for all products. The best-selling Nuptse jacket, for example, is seen all over New York City, she said. But it started out as a jacket for Mount Everest. The performance foundation is what brings consumers to TNF, even if they’re just using it for everyday life.
“We are really proud of it,” Brown said of TNF’s mainstream success. “We own it. It’s what makes us the largest outdoor brand in the world today.”
Kate Robertson can be reached at kate@shop-eat-surf-outdoor.com.
