In a reshuffle of roles at VF Corporation's Swiss headquarters for Europe, the Middle East, and Africa (EMEA), the group has installed Mariano Alonso as the new managing director of Timberland for the region, effective from Nov. 1. He succeeds Timo Schmidt-Eisenhart, who will become the president of the group's Napapijri brand and of VF EMEA's digital platform.
Alonso has been working at Timberland since 2014. He recently served as vice president of European sales and retail operations. In contrast with Schmidt-Eisenhart, who will continue to serve under Martino Scabbia Guerrini, VF's group vice president for the EMEA region, Alonso will be reporting both to him and to Jim Pisani, global president of the struggling Timberland brand.
Schmidt-Eisenhart is a former Nike manager who has worked for VF for 12 years and served as president of Timberland for the EMEA region since 2012.
VF also appointed Andrea Cannelloni as president of its product platform for the EMEA region. In this newly created position, he will be responsible for the product development, technological development, materials, sustainability and innovation.
A former creative director at Boss Orange, Cannelloni has led the Napapijri brand for a decade. He will continue to manage the EMEA product platform, which consolidates product innovation for Napapijri, Timberland and Dickies.