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Former Allbirds CEO Joe Vernachio Named President of Sorel
Joe Vernachio, the former chief executive officer of Allbirds, has been appointed president of Columbia Sportswear Company-owned outdoor brand Sorel, effective June 22. He succeeds Cory Long, who has held the role since November 2023. Vernachio previously served as president of Columbia's Mountain Hardwear brand for four years before joining Allbirds in 2021 as chief operating officer and later becoming CEO in March 2024. His appointment follows a 12 percent decline in Sorel's first-quarter 2026 net sales to $37.16 million, down from $42.21 million a year earlier, which Columbia attributed to reduced winter product supply and lower closeout sales in the U.S.
SOREL · Supply · Negative Sorel's Q1 net sales fell 12% due to reduced winter product supply and lower closeout sales.
COLM · Capital · Neutral Sorel's sales declined 12% in Q1 2026 due to reduced winter product supply and lower closeout sales; new president appointment may aim to reverse trend.
COLM · · Neutral Columbia appoints new Sorel president; no material impact on Columbia discussed.
BIRD · Capital · Negative Former CEO Joe Vernachio leaves Allbirds to join Sorel, signaling potential leadership instability.