Columbia Sportswear Company announced that Joe Vernachio has been named the next President of SOREL. Vernachio will begin in the role today.
SOREL was founded in 1962 and is known for functional and lifestyle footwear designed for use across outdoor and urban settings.
Vernachio returns to the Columbia Sportswear portfolio after previously leading the Mountain Hardwear brand for several years.
After leaving Mountain Hardwear, Vernachio joined Allbirds, where he served as Chief Operating Officer and later Chief Executive Officer.
His background also includes serving as Global Vice President for Product and Operations at The North Face. He has also held roles at Nike, Spyder, Roots, Calvin Klein, and Patagonia.
Columbia Sportswear said Vernachio’s consumer-focused leadership, product experience, and brand-building background will help support SOREL’s next stage of growth and expansion.
Columbia Sportswear Company is based in Portland, Oregon, and operates a portfolio of active lifestyle brands, including Columbia, Mountain Hardwear, SOREL, and prAna. The company’s brands are sold in approximately 90 countries.
KEY QUOTES:
“We’re excited to welcome Joe Vernachio back to the Columbia Sportswear family. Joe is a terrific leader who can build on the great work, talent and momentum in place at SOREL.”
Tim Boyle, CEO and Chair of the Board of Columbia Sportswear Company
“Joe is a consumer-focused, collaborative leader with a deep passion for product and brand storytelling. His energy, expertise, and proven leadership will help fuel scalable growth and meaningful brand expansion for SOREL.”
Craig Zanon, EVP, Europe Direct, Asia Direct and Emerging Brands at Columbia Sportswear Company
