VF Sells Eagle Creek Brand to Former VF Executive
We’re following up on the news that VF Corp. has sold the Eagle Creek brand to former VF executive Travis Campbell.
Here’s the email that VF CEO Steve Rendle sent to employees announcing the transaction and stating that the company is happy that the brand is going to Campbell, who he said has extensive industry knowledge and is a proven business executive.
Memo to VF Staff from CEO Steve Rendle:
“In June we announced that we would be winding down the operations of the Eagle Creek brand later this year. We made this decision based on our assessment that it no longer made strategic or financial sense for us to continue operating the brand within the VF portfolio.”
“Following our announcement, several individuals and groups contacted us to express interest in possibly acquiring Eagle Creek. Notably, one of these individuals was Travis Campbell, VF’s former President of Emerging Brands Americas.”
“Travis submitted a compelling purchase proposal for Eagle Creek soon after he announced his resignation from VF but before he had left the company. We placed him on administrative leave and removed his access to all VF systems and people to ensure we could conduct objective and thorough due diligence for his proposal.”
“Today, I’m pleased to announce that VF reached an agreement with Travis, who is now the new owner of the Eagle Creek brand. This sale includes all Eagle Creek assets and liabilities. It does not include any Eagle Creek or VF associates.”
“We’re happy with this outcome. From the VF perspective, it enabled us to pursue an efficient and value-enhancing alternative to winding down the brand. For Eagle Creek, its loyal consumers, and the outdoor industry overall, we’re pleased that the brand will continue on under the ownership of Travis, who has extensive industry knowledge and is a proven business executive. His career experience, including leadership positions with VF, The North Face and Smartwool, make him well-positioned to be the next steward of the Eagle Creek brand and continue its legacy.”
“We’re grateful for the contributions that both Travis and the Eagle Creek brand made to VF during their time with us, and we wish them both continued success in this new chapter.”