Laura Stauth is departing Vans after more than 10 years to join Salomon North America as senior vice president of sales, effective March 9.
Stauth most recently served as vice president of sales at Vans where she led wholesale strategy for the Americas.
In her new role, Stauth will oversee Salomon’s softgoods sales with a focus on strengthening and expanding wholesale partnerships and deepening investments in specialty retail, according to a news release.
Salomon’s North American Plans
Salomon is in the midst of expanding in North America. Both Aaron Sullivan, vice president of digital experience and e-commerce, and LeeAnn Fallon, vice president of retail for Salomon North America, joined the company in the second half of 2025.
“Laura, Aaron and LeeAnn bring a powerful combination of strategic vision, operational excellence, and deep wholesale, retail, e-commerce and digital expertise,” said Steve Doolan, Salomon’s GM and president of the Americas, in a statement. “As we continue to build momentum, their leadership will be instrumental in expanding our market presence, elevating our retail partnerships, and driving sustainable growth across all channels and product categories.”
Salomon CEO Guillaume Meyzenq said the brand is intent on becoming a major footwear brand in the U.S. on parent company Amer Sports’ fourth-quarter and full-year earnings call in February.
“We know that if we want to become a large sneaker and footwear brand in the U.S., we absolutely need to partner with the key players,” Meyzenq said on the call. The brand has renewed its partnership with REI and is working with Nordstrom, Dick’s Sporting Goods and running specialty shops, taking a “door by door, city by city” approach, he said.
Salomon’s total revenue surpassed $2 billion for the first time in 2025, with revenue up 35%. DTC sales for Amer’s Outdoor Performance segment, which also includes Atomic and Armada, increased 55%, and wholesale sales increased 17%.
Salomon is investing in its executive leadership to support long-term objectives such as enhanced go-to-market alignment, premium distribution and better collaboration with specialty retail partners, said the release.
“I am excited to join Salomon at this pivotal moment,” said Stauth in a statement. “Salomon’s commitment to innovation, performance and style connects deeply with my passion for connecting amazing product with consumers across the marketplace. I look forward to working alongside our community to build powerful partnerships that will continue to honor the brand’s heritage and supercharge its future ambition.”
