Vernachio Returns to Columbia as SOREL President

Columbia Sportswear named Joe Vernachio president of its SOREL footwear brand, effective June 22. Vernachio returns to the company after leading Mountain Hardwear, another Columbia-owned brand, and later serving as COO and CEO of Allbirds. His resume also includes stints at The North Face, Nike, and Patagonia.

“We’re excited to welcome Joe Vernachio back to the Columbia Sportswear family,” CEO Tim Boyle said in a statement. “Joe is a terrific leader who can build on the great work, talent and momentum in place at SOREL.”

Craig Zanon, Columbia’s EVP of Europe Direct, Asia Direct and Emerging Brands, called Vernachio a “consumer-focused, collaborative leader with a deep passion for product and brand storytelling.” Zanon said his “energy, expertise, and proven leadership will help fuel scalable growth and meaningful brand expansion for SOREL.”

Vernachio’s background at Allbirds, a brand built on direct-to-consumer sales and sustainable materials, and at Mountain Hardwear, a premium outdoor label, gives him experience across two different retail models. SOREL, founded in 1962, is best known for its winter boots but has been pushing into broader lifestyle footwear in recent years.

The hire is the latest in a series of executive moves at Columbia as it works to strengthen its portfolio of brands, which also includes Columbia Sportswear, Mountain Hardwear, and prAna. Vernachio starts June 22.