VF Corp CEO Pledges To Deep Brand Turnaround At Berlin Congress

BusinessRetailVF Corp CEO Pledges To Deep Brand Turnaround At Berlin CongressByMark Faithfull,Contributor.Forbes contributors publish independent expert analyses and insights. Mark Faithfull is London-based and covers retail and real estate Follow AuthorApr 29, 2026, 08:00am EDT--:-- / --:--This voice experience is generated by AI. Learn more.This voice experience is generated by AI. Learn more.VF Corp. CEO Bracken Darrell speaking at World Retail Congress, Berlin.Mark FaithfullAt the World Retail Congress in Berlin today, VF Corp. CEO Bracken Darrell used his platform to reframe what a turnaround really meant for the retail group and why the market may be too focused on immediacy.VF Corp., the parent company of brands including Vans, The North Face and Timberland, has been navigating a difficult stretch marked by declining revenues, wholesale disruption and uneven brand momentum. The company’s stock has come under pressure over the past two years as Vans in particular lost cultural traction, forcing leadership to rethink both cost structures and brand positioning.While recent quarters have shown early signs of stabilization — cost-cutting measures, inventory normalization and leadership reshuffles among them — the turnaround remains very much in progress, with investors watching closely for sustained growth rather than short-term fixes.Darrell, who took the helm in 2023 for Logitech, made clear he has little interest in quick wins at the expense of long-term brand equity.“I came in for a turnaround, and when I was hired I was described as a turnaround person but I am not,” he said. “It’s not about short term; despite the fact there is a sense of urgency. So, you have to take a long-term view. When I came into VF, what made it special was the value of those brands. Really believing in that equity and being a passionate advocate is has to be where it starts.”VF Corp Looks To Revamp BrandsThat philosophy is notable given the pressure VF faces to deliver improved margi...