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Vans is beefing up its executive ranks.
The company, owned by Greensboro, N.C.-based VF Corp., recently announced it had brought back former VP of retail Kevin Bailey — this time as president of Vans Americas.
Bailey told Footwear News the challenge of the new job will be to maintain the brand’s growth and standing in the skate market. “The brand has done so well and has been well managed,” he said. “One of my key focuses is to protect the brand first and foremost. Too many brands end up spreading themselves into places they shouldn’t be. I definitely see opportunities out there, but a lot of it is about how we can maintain our leadership position.”
In his new role, Bailey will oversee the company’s global brand strategy and product development. He takes over the seat that had been filled by Stephen Murray, who was promoted in January to president of VF’s action sports Americas coalition, which includes the Vans and Reef brands.
Bailey, who previously worked at the company from 2002 to 2007, most recently served as EVP of global sales and operations at Lucky Brand, a division of Liz Claiborne. He also has held leadership positions at American Eagle, Nike and Golfsmith.