VF Names New Dickies Brand President

VF Corp. said it moved Todd Dalhausser to Dickies from its running and hiking company Altra.
Published: April 10, 2023

VF Corp. said it moved long-time outdoor executive Todd Dalhausser to its Dickies business as global brand president.

Dalhausser comes to Dickies from VF’s running and hiking shoe company Altra where he was brand president. He’s also spent time at Wolverine Worldwide’s Saucony North America as senior vice president of sales, in addition to stints at Vans and Reebok.

Todd Dalhausser Dickies

Todd Dalhausser. Photo courtesy of VF Corp. 

“Todd is a talented business leader with a proven track record in building and growing brands, highlighted by the strong and consistent performance of our Altra brand under his leadership,” VF interim President and CEO Benno Dorer said in a statement announcing Dalhausser’s hiring. “We have the right strategy in place for Dickies and believe Todd is the ideal leader to assume responsibility for the brand to accelerate its profitable growth by connecting innovative workwear to consumer lifestyle tailwinds.”

The news comes just a few months after VF said Lance Meller had been appointed to the Dickies global brand president position, replacing Denny Bruce.

Dalhausser’s appointment came with other executive news at VF, including moving former Smartwool Brand President Jen McLaren to the role of Altra brand president and general manager for VF North America key accounts. Meanwhile, Icebreaker President Jan Van Mossevelde will now oversee Smartwool as well.

The executive shuffling comes after Dickies recorded its third consecutive quarter of declining revenue. The brand’s revenue for its fiscal third quarter ended Dec. 31 was off 13% in constant currency as it faced declining store traffic, high inventory levels at key retailers, and reduced orders from large wholesale accounts in its workwear division.

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Strategy & Planning Series
Strategy & Planning Series
Strategy & Planning Series