AUSTRALIA |Global apparel and footwear company VF Corporation has today announced that it will move from a distributor model to a direct-sales model for its brand The North Face® (TNF) in Australia and New Zealand. This transition is expected to be completed by the second half of 2024.
Australia and New Zealand are key retail markets for TNF; this change aims to maximise the full market potential of TNF by elevating its presence in these markets to establish a more direct connection with consumer and customers.
“We are excited to unlock new opportunities to accelerate growth and market share in countries like Australia and New Zealand where consumers are renowned for their passion for the outdoors,” said Winnie Ma, President of APAC Region at VF.
“This move towards a more consumer centric model will enable us to work closely with our valued partners on fostering brand excellence and elevating consumer experience.”
As part of the transition, TNF’s current distribution partner, True Alliance (TA) — one of the largest retailers, distributors, and licensees of premium accessories, fashion, sports and outdoor brands in Australia and New Zealand — will continue to support TNF in serving customers and consumers through infrastructure capabilities. Under this new collaboration model, the existing TNF team will continue to run the TNF business in Australia and New Zealand.
“Over the past two decades, TNF has achieved exceptional growth and established a powerful presence in Australia and New Zealand,” said Stone Dong, Vice President & Managing Director, The North Face.
“This new direct-sales model presents an opportune moment for us to deepen commitment, invest strategically, and propel TNF to new heights in the region.”
Under the new model, VF will continue to work with key partners to expand TNF’s presence in both brick and mortar and digital channels, adding renewed store concepts to enhance consumer engagement and elevate the overall shopping experience both in-store and online.
TNF will also optimise their marketing approach to effectively showcase the brand’s purpose and the “Never Stop Exploring” spirit. It’s loyalty programme XPLR Pass, which offers a host of exclusive benefits, personalised services, and unique rewards to members, will also be debuted in Australia and New Zealand.
