Sorel Names Joe Vernachio President After 12% Q1 Sales Decline
COLM•Columbia Sportswear’s Sorel brand hired Joe Vernachio as president effective June 22, succeeding Cory Long after his four-month tenure. Sorel’s net sales fell 12% to $37.16 million in Q1 2026 due to reduced winter supply and lower closeout volumes.
1. Sorel Appoints New President
Joe Vernachio will start as Sorel president on June 22, succeeding Cory Long who held the role since November 2023. Columbia Sportswear’s CEO cited Vernachio’s proven leadership and brand storytelling skills as vital for scalable growth.
2. Executive Background
Vernachio led Allbirds as CEO from March 2024 after serving as COO and previously spent four years as Mountain Hardwear president. His tenure also includes seven years at The North Face and roles at Patagonia, Nike, Roots, Calvin Klein and Spyder.
3. Q1 Sales Performance
Sorel reported a 12% drop in net sales to $37.16 million in Q1 2026, driven by reduced winter product supply and lower closeout volumes. Management noted improving trends with spring ’26 launches and healthy sneaker category growth internationally.
