VF Taps Bruce to Lead Dickies Brand

VF Corp. recently announced the appointment of Denny Bruce to the position of global brand president, Dickies®. He will report to Curt Holtz, executive vice president and group president, workwear, according to a news release.

Philip Williamson, the former CEO of Williamson-Dickie Mfg. Co., will move into a non-operating brand ambassador role, allowing him to lend his experience and knowledge of the Dickies brand. Williamson will work closely with Bruce to advance the brand’s strategic initiatives, the release said.

“Dickies is an iconic brand that has stood alongside generations of proud workers, equipping them with tough, durable workwear that has enabled them to make and shape our world,” Holtz said. “At the same time, the brand’s heritage and authenticity has transcended the workwear category and elevated its cultural relevance as a lifestyle brand in markets around the world. 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 will be responsible for all aspects of the brand’s global operations and performance. He will ensure the brand continues delivering compelling products supported by experiential campaigns that drive consumer acquisition. He’ll oversee the brand’s wholesale and direct-to-consumer businesses, including a focus on digital. Bruce also will be responsible for continually strengthening the Dickies team and its capabilities to drive profitable growth through the activation of its strategic plan globally.

Prior to joining VF, Bruce was the executive vice president of sales, product and marketing at Traeger Pellet Grills. There, he and his team drove disruptive growth in a $10-billion industry and quadrupled the company’s revenue and earnings during a four-year period, the release said.

“I’m honored to be joining VF and leading the Dickies brand,” Bruce said. “Dickies embodies a strong work ethic, a dedication to your craft and taking pride in the work as much as the finished product. I look forward to partnering with the global teams to leverage the brand’s well-earned reputation and consumer loyalty to advance the long-term vision and accelerate the global growth strategy.”

VF acquired the Dickies brand as part of its 2017 purchase of Williamson-Dickie and its portfolio of workwear brands. Of the 20 brands owned by VF, the Dickies brand is the company’s fourth largest brand by revenue.