Caroline Brown Steps Down from The North Face Brand President Role
Caroline Brown will conclude her tenure as global brand president of The North Face at the end of March, according to an announcement from VF Corp CEO Bracken Darrell.
Chris Goble has been named as Brown’s successor. Goble previously joined VF from Gap Inc. in 2024 to oversee the Dickies business before the company decided to divest that brand. He currently manages VF’s emerging brands portfolio, which encompasses Altra, Eastpak, Napapijri, Smartwool, and other labels. Darrell will assume responsibility for this portfolio going forward.
Brown brings extensive fashion industry experience to her departure, having previously served as CEO of Donna Karan International and DKNY, president of Carolina Herrera, and U.S. CEO of Akris. Her career began at Giorgio Armani.
Her journey with VF began in February 2024 when she joined as a board director. However, she left the board position in June of that year when Darrell recruited her to lead The North Face brand, resulting in a leadership stint of under two years.
Darrell explained the rationale behind Brown’s initial appointment, stating that he required someone with substantial transformation experience to implement significant changes at The North Face. He credited Brown with establishing a solid foundation and creating the necessary conditions for new leadership to succeed, including assembling a capable team, developing fresh strategy, and building positive momentum.
The CEO noted that Brown expressed interest in pursuing new opportunities, while expressing confidence in Goble’s ability to advance The North Face through his extensive product development, merchandising, and commercial expertise.
Despite the transition appearing sudden to industry observers, Darrell clarified during a Citi investment conference that the leadership change had been planned for some time. He emphasized that The North Face business remains healthy, with consistent quarterly growth expected to continue through the following year.
Financial performance supports this optimism, with The North Face achieving 8 percent sales growth in the fiscal third quarter ending December 27, representing a 5 percent increase in constant currencies.
Darrell highlighted Goble’s commercial and merchandising background as particularly valuable assets, emphasizing that success in this product-focused business requires exceptional offerings. He expressed enthusiasm about Goble’s potential to bring a simplifying approach to The North Face, which he described as a substantial and healthy but complex brand.
In an internal staff memo, Darrell praised Brown’s contributions and announced she would remain as an adviser through the first quarter. He credited her with re-establishing The North Face’s focus on core performance categories including snow, climbing, and trail activities, while strengthening relationships with athletes and consumers globally.
Under Brown’s leadership, the brand maintained strong performance across different regions, sustained momentum in direct-to-consumer sales, and remained one of VF’s most stable businesses during a challenging period for the retail industry.