Gerson is currently VP of apparel at Reef sister brand The North Face. Both companies are divisions of Greensboro, N.C.-based VF Corp. He will assume his new position on June 1, when he will be charged with developing the product and brand strategy globally for Reef.
“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,” Stephen Murray, president of VF Action Sports Americas, said in a statement. “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.”