StocksUpdated•Originally published 19 June 2026•Updated 19 June 2026•
1 min read
Columbia Names Joe Vernachio SOREL President as Brand Turnaround Takes Focus
Key Facts
1Columbia Sportswear appointed Joe Vernachio as president of its Sorel brand to revive declining sales.
Columbia Sportswear officially named Joe Vernachio president of SOREL, with the company release saying he begins on June 22, 2026.
The story should connect his Mountain Hardwear and Allbirds background to Columbia's effort to reignite SOREL after recent sales weakness.