The North Face to change to direct-sales format in Australia and New Zealand

VF Corporation will complete the transition to a direct-sales model by second half of 2024.

Apparel company VF Corporation has moved the flagship outdoor brand The North Face (TNF) from a distributor model to a direct-sales model over the Australian and New Zealand markets.

The transition will be completed by the second half of 2024.

Under the new model, the existing TNF team will continue its operations in Australia and New Zealand, and TNF’s current distribution partner, True Alliance (TA), will maintain its support for TNF in serving consumers with new infrastructure capabilities.

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Additionally, VF will strengthen its collaborations with key partners through fresh store concepts and additional shopping experiences over both brick-and-mortar stores and digital channels. Among them include the loyalty programme XPLR Pass, which will debut soon in Australia and New Zealand.

The change of business model is an effort to maximise its presence in Australia and New Zealand, the key markets for TNF, with a more direct engagement with customers and demographics.

“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,” Winnie Ma, President of APAC Region at VF, said.