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Scott Baxter, Stan Jewell to Lead VF in South America

Regional development considered a key to the company's goal of making international 45 percent of sales by 2017.

Scott Baxter, group president of VF Corp.’s imagewear and Jeanswear Americas businesses, has assumed overall responsibility for South American operations in a reorganization of VF’s business on the continent.

This story first appeared in the May 29, 2013 issue of WWD.  Subscribe Today.

Stan Jewell, most recently vice president and general manager of VF’s Bulwark Protective Apparel unit, has been promoted to the new post of president of VF South America, reporting to Baxter.

“Elevating the focus on South America is a critical part of our overall growth strategy,” said Eric Wiseman, chairman and chief executive officer of VF. “Scott’s strategic focus, demonstrated leadership and successful track record make him the perfect leader for expanding our regional presence.”

Previously, VF’s brands in the region had reported to the heads of the groups or coalitions with which they are affiliated.

Last year, international sales accounted for 37 percent of VF’s total revenues of $10.88 billion, or just over $4 billion. International revenues are expected to grow to 45 percent of the total by 2017, the company said last year. The Wrangler and Lee brands currently operate more than 35 stores in South America.

Baxter joined VF in 2007 as president of the licensed sport group and became president of the imagewear coalition, of which licensed sports is a part, the following year. He was promoted to vice president of VF and group president for Jeanswear Americas and imagewear in 2011.

Under Jewell’s stewardship, Bulwark, part of the imagewear coalition, has been VF’s fastest-growing brand for several quarters. Jewell helped establish VF’s presence in the United Arab Emirates and has been involved in other initiatives for the company. In his new role, he will be responsible for building a scalable operating structure, leading VF’s team in South America and working with various VF partners to build the presence of VF’s brand in the region.