Woolrich names Stefano Saccone new CEO

By

Sandra Halliday

Published
May 31, 2019

Woolrich International has appointed Stefano Saccone as its new CEO as of this summer. He succeeds Paolo Corinaldesi and joins from VF Corp where his most recent post was as VP and general manager of the Vans EMEA business.

He will be tasked with spearheading expansion in key markets for the almost-190-year-old American label, including North America, Asia, the UK and France, as well as boosting the firm’s move to digital and ensuring it has a robust omnichannel operation.

Woolrich, which is controlled by L-Gam (a Luxembourg-based investment firm linked to the Liechtenstein royal family) and Japanese outdoor group Goldwin, has been repositioning itself of late. It has been creating collections designed to appeal to a wider international audience with Rihanna’s stylist Mel Ottenberg coming on board as a consultant. It also unveiled a new logo.

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The company said that Saccone, who was born in the US to Italian parents, “will continue to implement the brand’s global development plan with particular focus on the repositioning strategy taking place on the American market.”

His predecessor Corinaldesi over the last three years has led the company in consolidating its European and US operations while creative director Andrea Canè has been evolving its overall style.

Saccone said on Friday that he believes the brand has “only begun to express its potential.”