Henry Cosio, the longtime sales leader for Vans in the U.S., has recently retired after a remarkable career with the brand.
He started as a sub sales rep 31 years ago when Vans had annual sales of about $40 million. Over the years, he rose through the ranks, and along the way, built very close relationships with retailers big and small.
Vans’ annual revenue now totals $4.2 billion, and retailers have told us through the years that they loved that Henry always nurtured those retail relationships with both small and large accounts no matter how big the company grew or how far he rose up the corporate ladder.
In fact, several industry retailers attended his retirement party at Vans, including Josh Hansen of Hansen Surfboards, Mark Richards of Val Surf, Bobby and Ron Abdel and Jamal Abdelmuti of Jack’s, Dave Nash of Sun Diego, and Bobby Goodwin of Tilly’s, among others. Aaron Pai of HSS and the HSS team also honored Henry with a special lunch and appreciation ceremony in Huntington Beach.
We’ve always wanted to pick Henry’s brain about his career and sales philosophy so we asked him to answer questions for our Core Career series as his retirement gets underway.
When did you first start at Vans and what was your job?
Henry Cosio: I started with Vans in February of 1991. My initial job was as a sub rep for Southern California. Then in October of 1993, I was hired as principal rep for Orange County and San Diego.
What size was the company back then? What kind of accounts were you calling on?
Henry Cosio: When I started in 1991, Vans was doing around $40 million.
Back in the early years, we did not have a segmentation model. So we basically sold the same thing to everybody. I oversaw action sports, family footwear, lifestyle and sporting goods accounts. Tilly’s was one of my accounts – at the time, they had about five stores. (Now they have 243.)
What is your philosophy with sales? What are some key things you did that helped Vans grow at wholesale?
Henry Cosio: I have a different philosophy than most sales leaders. I have never been focused on reaching a number or chasing a number. I have always stayed focused on brand strategies, and I believe if you focus on the strategies and stay disciplined, the numbers will come. So in short, the numbers are the result of the strategies.
I believe it all starts with building strong relationships with retailers. My philosophy throughout my career has always been to make sure that the retailers were benefitting as much as the brand. I always used the 51/49% analogy – 51% brand/49% retailer. So it’s a mutual benefit. I have also never been one to over-distribute in order to reach a number.
Another aspect in helping grow wholesale is the development of people. I have been able to coach and lead an incredibly successful sales team across all channels of distribution.
Throughout my career, I was able to work cross-functionally with product and marketing, enabling me to be a well-rounded leader for the brand. I believe all good salespeople need to be product people.
Why do you think you were able to climb through the ranks the way that you did?
Henry Cosio: I have been asked this question many times. I have been so incredibly blessed to be with one brand for 31 years.
The one word that comes to mind is “adaptability.” Throughout my career, I have worked for many presidents, vice presidents and sales leaders and have always had the philosophy of learning from each and every one of them, which also means learning from the good and the bad.
Are there any key lessons you have learned along the way? Anything you wish you could go back and do differently?
Henry Cosio: I would say the biggest lesson I have learned is how important it is for brands to stay disciplined on strategies and not change strategies from season to season. It has always been super important for me to do business with an incredible amount of integrity and to always follow up and do what you say you are going to do.
Honestly, nothing really comes to mind about doing anything differently. I have had an amazing, storybook career, and the timing of my phases of growth was incredible, both personally and professionally.
What will you miss about working at Vans?
Henry Cosio: The people. Not only at Vans but the relationships that I have built with so many retailers who I also now consider friends.
I saw that some retailers hosted going away get togethers for you. How did that make you feel?
Henry Cosio: Since announcing my retirement in mid-August through my last day on October 7th, I have been so grateful for the outpouring of love and support from so many.
What’s next for you? Are you looking to lead sales at another company or are you ready for a new chapter?
Henry Cosio: First and foremost, I’m looking forward to spending time with my family and my twin grandsons. I am not planning on leading sales for another company and am looking forward to my next chapter.
I’m not sure what the next chapter will hold, but I have always been super passionate about helping young people, so who knows what that could lead to.
I would like to take this opportunity to thank the Van Doren family for truly making me feel like family throughout my career and to all those who supported me throughout the years.
