Reef has appointed Jim Gerson, currently VP of Apparel at The North Face, as President of Reef-Americas. In his new role, Gerson will be responsible for developing the product line and brand strategy for the Reef brand worldwide and for the profitability of Reef-Americas beginning June 1st, 2009.
Gerson joined VF in 1986 as part of the Jantzen business and held progressive sales and merchandising roles leading their swimwear division. In 2000, he became Vice President of Swimwear for VFs Tommy Hilfiger Licensee business. Gerson joined the The North Face as Vice President, Research, Design and Development and Brand Management in April 2001.
As The North Face grew, Gerson transitioned to Vice President RD&D Soft Goods in 2005, overseeing all of the apparel business.
“Jim has spearheaded The North Face's dedication to product innovation and has been a key contributor to the tremendous success of The North Face throughout his tenure with the brand,” said Stephen Murray, President of VF Action Sports Americas. “His successful background in managing key accounts in sales and leading merchandising initiatives brings to Reef a wide range of knowledge and experience from all angles of the business. I am confident that his expertise will prove to be a great asset to Reef.”
Gerson adds, “Reef is a strong brand with a rich heritage and a history for creating outstanding products. I look forward to sharing my product and brand experience to help Reef reach its full potential.”
Gerson holds a Bachelor of Science degree from the University of Idaho, with a Marketing emphasis in Management. He will transition to his new position at Reef effective June 1.