Joining with an extensive background spanning 20 years in the fashion industry, she is “uniquely equipped with relevant experience in driving brand positioning and business growth, maximizing retail and wholesale excellence, improving operational efficiencies, and delivering financial performance”.
Reporting to VF’s Executive Vice President and President of EMEA, APAC & Emerging Brands, Martino Scabbia Guerrini, Onofri succeeds Massimo Ferrucci, who left the company last year.
Since 2008, Onofri has worked at Bally where she was promoted from Global Trade Marketing Manager to Chief Commercial Officer Global Wholesale & Licences, with responsibility for sales, strategic direction, vision and brand growth.
Guerrini added: “Napapijri, born as an Italian brand, has evolved into a premium and sustainable outerwear global icon. We’re excited to welcome Silvia to the VF family as Brand President. Her industry experience and deep understanding of the marketplace will enable us to advance Napapijri’s growth plan and unlock its full global potential.”
Onofri said she wants to “build on the incredible work that has been done so far and guide the brand through its next phase of growth, both across EMEA and globally.”
In recent months Napapijri has opened a pop-up at one of London’s key retail destinations, the luxury department store Harrods in Knightsbridge. Open until late January, given that the brand has no other physical stores in the UK, it was an important development.
In January, it also launched its latest capsule collection and accompanying campaign that features Liberty fabrics. The collaboration represents a “re-imagined exploration and travel” through two textile designs exclusively drawn from the Liberty fabric archive.