Denny Bruce appointed as brand president of Dickies
VF Corporation has appointed Denny Bruce as global brand president of Dickies.
In his new position, he will report to Curt Holtz, executive vice president and group president for workwear.
Bruce will be responsible for all aspects of the brand’s global operations and performance. This will include overseeing Dickies’ wholesale and direct-to-consumer businesses, including online.
Commenting on the hiring, Holtz said: “As the brand enters a new phase of growth and expansion, Denny will bring together our international teams to drive a consistent global experience that engages consumers in new ways. We are highly confident in the prospects for this exciting brand and look forward to working with Denny as we pursue the many opportunities ahead.”
Bruce was previously executive vice president of sales, product and marketing at Traeger Pellet Grills. Prior to that, he was part of the leadership team at Skullcandy. He has also worked with Vans and Burton Snowboards.
Following the appointment, Philip Williamson, former chief executive of Williamson-Dickie, will move into a non-operating brand ambassador role. This will involve working closely with Bruce on the brand’s strategic initiatives.
VF acquired the Dickies brand as part of its 2017 purchase of Williamson-Dickie. Of the 20 brands owned by VF, the Dickies brand is the company’s fourth largest brand by revenue.
