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“ We consider all of the materials and processes used in our new stores to ensure we’re being as sustainable as we can.”
To raise awareness of VF’s brand firepower and facilitate a selective UK roll-out of stores, this summer they opened a creative hub in the heart of London’s West End. It also appointed Chris Gibson – its first Head of EMEA Real Estate. Having established a career in global retail property consultancy, Gibson swapped a hectic urban lifestyle in London for a more spectacular alpine one at VF’s EMEA headquarters in Stabio, southern Switzerland. The change of setting has not, however, slowed the pace of work.
He says: “There’s a misconception that going client-side is easier, whereas in reality there are similar pressures, they just come in a different form. Now I’ve got to do what is right for the brand. And that means I’ve sometimes had to make difficult decisions to pass on property opportunities, which, when I was on the consultancy side, I would find it hard to understand.”
Gibson may miss the gregariousness of London’s nightlife, but for a self-confessed sports nut, with a penchant for skiing and road cycling, the Alps offers new pleasure opportunities and he confesses his staff discount is useful for kitting himself out with the requisite sportswear. In fact, he is something of a demon shopper. “I’ve a real passion
for retail and I’m an ideal customer as I love brands,” he admits.
“And I have a slight addiction to trainers. And gym kit. And also blue jumpers: I have an array of those in different shades.”
Speaking from the Axtell Soho building which is VF’s London home, Gibson reflects: “As the world is moving in a more digital direction, we wanted to showcase our brands together in one building.
“Axtell Soho allows us to present VF Corporation to an audience across EMEA and explain how our brands and products will progress in the future.”
Views from the building’s rooftop terrace include legendary fashion hotspot Carnaby Street where VF recently opened retail stores for both Timberland and Napapijri. These came hot on the heels of the appointment of eco-aware British fashion designer, Christopher Raeburn, as Timberland’s global creative director. His arrival strengthens a brand- wide ethos across the VF portfolio that is committed to responsible sourcing and reuse and recycling of materials.
This extends way beyond individual products and is hard- wired into all parts of the business, including property.
“We have a dedicated sustainability team who work with us on all our projects,” Gibson reports.
“We consider all of the materials and processes used in our new stores to ensure we’re being as sustainable as we can.”
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