Joe Vernachio, former Allbirds’ chief executive officer, is the latest hire at Sorel, outdoor shoe and apparel brand, as the new president of Sorel. This is a step that will bring Vernachio back to Columbia Sportswear Company, which owns Sorel, having been the president of Mountain Hardwear at Columbia between 2017 and 2021.
Having extensive experience in the outdoor and fashion industries, Vernachio has worked in many high-end brands like The North Face, Spyder, Roots, Calvin Klein, and Nike. These roles include product development, licensing, and operations.
At Allbirds, he spent more than five years, two of which he was working as the CEO prior to being acquired by American Exchange Group in 2023. Vernachio's hiring at Sorel is considered strategic in growing the company and expanding in the outdoor market.
According to Craig Zanon, executive vice-president of Europe, Direct, Asia, and Emerging Brands at Columbia Sportswear, “Joe is a consumer-focused, collaborative leader with a passion for product and brand storytelling. His energy, experience, and proven leadership skills will fuel scalable growth and brand expansion for Sorel.”
Vernachio is set to begin his new role on June 22, 2026, positioning him to lead Sorel into its next chapter of growth and innovation.
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Scarlett Hayes analyzes fashion business trends, brand strategy, and global retail insights shaping the industry’s future.
