Global leader in branded lifestyle apparel, footwear and accessories, VF Corporation is moving from a distributor model to a direct-sales model for its brand The North Face (TNF) in Australia and New Zealand. This transition is expected to be completed by the second half of 2024.

Australia and New Zealand are key retail markets for TNF and this change aims to maximise its full potential by elevating its presence in these markets to establish a more direct connection with consumer and customers.

VF president of APAC, Winnie Ma said, “We are excited to unlock new opportunities to accelerate growth and market share in countries like Australia and New Zealand where consumers are renowned for their passion for the outdoors. This move towards a more consumer centric model will enable us to work closely with our valued partners on fostering brand excellence and elevating consumer experience.”

As part of the transition, TNF’s current distribution partner, True Alliance (TA) will continue to support TNF in serving customers and consumers through infrastructure capabilities. Under this new collaboration model, the existing TNF team will continue to run the TNF business in Australia and New Zealand.

TNF vice president and managing director, Stone Dong said, “Over the past two decades, TNF has achieved exceptional growth and established a powerful presence in Australia and New Zealand. This new direct-sales model presents an opportune moment for us to deepen commitment, invest strategically, and propel TNF to new heights in the region.”

Under the new model, VF will continue to work with key partners to expand TNF’s presence in both bricks and mortar and digital channels, adding renewed store concepts and elevating the overall shopping experience both in-store and online.

TNF will optimise its marketing approach to showcase the brand’s purpose and the Never Stop Exploring spirit. It’s loyalty program, XPLR Pass, which offers exclusive benefits, personalised services, and unique rewards to members, will also debut in Australia and New Zealand.