Vans names Andreas Olsson general manager EMEA

Vans is busy redesigning its product range, simplifying its lines and introducing a new segmentation, and is also making organisational changes to its staff. On July 17, Vans appointed Andreas Olsson as managing director of the Europe, Middle East and Africa region. Olsson is well acquainted with the skateboard-inspired brand owned by VF Corporation: in April, he took charge of sales for Vans in the EMEA region, but he had already been with the group for 13 years, and had previously worked at Vans between 2012 and the end of 2018.

Olsson, who is based in Stabio, Switzerland, home to the European headquarters of VF Corp., which also owns The North Face, Dickies and Timberland, will report to Kevin Bailey, global brand president Vans, and to Martino Scabbia Guerrini, the group’s president EMEA, APAC & emerging brands. He is taking over from Michel Bilodeau, who had held this post since 2019.

“Both Michel and Andreas are great leaders with marketplace innovative thinking and a performance-driven and purpose-led experience across the VF portfolio of brands, including Vans. These appointments are a testament to their success and will further strengthen the brand’s execution and organization, both in the region and globally,” said Martino Scabbia Guerrini in a press release.

Canada-born Bilodeau is going back to his home country to assume the role of vice-president, sales and marketplace Vans Americas, and will oversee the strategy, merchandising and sales teams in the region. Prior to leading Vans in the EMEA region, Bilodeau was vice-president and general manager of VF Outdoor & Action Sports in Canada for 10 years, growing the business of Vans, The North face, Timberland and other VF Corp. brands in the country. He has been with VF Corp. since 2009.