TCF POST Report
Columbia Sportswear Company (Nasdaq: COLM) has announced the appointment of Joe Vernachio as the next President of SOREL, effective June 22. Founded in 1962 as a line of winter sport and work boots, SOREL was acquired by Columbia Sportswear in 2000. It has since expanded into functional lifestyle footwear and work-related garments.
Mr. Vernachio previously led Mountain Hardwear—another Columbia Sportswear brand—for several years before joining Allbirds, a San Francisco-based footwear and fashion brand. His extensive industry background also includes serving as Global Vice President of Product and Operations at The North Face, alongside key roles at Nike, Spyder, Roots, Calvin Klein, and Patagonia.
In its appointment statement, Columbia Sportswear noted that Vernachio’s energy, expertise, and proven leadership will help fuel scalable growth and meaningful brand expansion for SOREL.
In addition to Columbia and SOREL, the company owns the prAna brand, solidifying its position as a global leader in active lifestyle apparel, footwear, accessories, and equipment. These brands are sold in approximately 90 countries.
Footwear accounts for 20% of Columbia Sportswear Company’s total sales, with SOREL specifically bringing in 7%. The company reported net sales of $3.40 billion for 2025, a slight decline from 2024. Net sales remained steady at $779 million in Q1 of this year, representing a modest 3% drop on a constant-currency basis as its brands, like many others, navigate ongoing US tariff shocks.
