The company announced on Thursday that Jeff Moore, who has served as VP of sales in the Americas for Vans since 2005, is the new president of Reef, effective immediately.
Moore will report directly to Eric Wiseman, chairman, president and CEO of VF.
“Jeff is a proven leader with exceptionally strong business management skills,” Wiseman said in a statement. “Working with a very talented team at our Reef brand, I am confident that he will continue to drive the brand’s momentum.”
Footwear News spoke with former Reef president Jim Gerson in June around his one-year anniversary with the brand. At that time, Gerson said the brand was pursuing a four-season business strategy and expanding its closed-toe business.
Gerson left the company in July when he joined The Warnaco Group, the parent company of Speedo, as president of its swimwear division.
Representatives for Reef were unavailable for comment.