Carey Collins Krug, chief marketing officer of Abercrombie & Fitch Co., has left the company to join Vuori in the same role.
“Carey brings the kind of brand-building, consumer engagement and cross-functional marketing leadership that will be instrumental as Vuori enters its next chapter of growth,” Joe Kudla, founder and chief executive officer of Vuori, said in a statement Monday. “Her experience helping global lifestyle brands sharpen their storytelling and build deeper connections with consumers aligns closely with where we’re headed as we continue to scale.”
Abercrombie & Fitch had no comment on Krug’s departure, but the company is believed to have started a search for a successor.
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At Vuori, Krug succeeds Karen Riley-Grant, who left the company last January.
Krug served as CMO for the Abercrombie and Hollister brands since September 2022. Before that, she served as Abercrombie’s senior vice president and head of marketing. Prior to joining Abercrombie, she was the chief marketing officer at David Yurman, senior vice president of global marketing at Polo Ralph Lauren, and a vice president at Donna Karan involved in brand direction for the Donna Karan New York, DKNY and DKNY Jeans collections. Earlier, she worked at LaForce.
Krug will join Vuori, the performance apparel and athleisure brand known for a West Coast aesthetic, on Oct. 5. She will lead the company’s global marketing organization, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing, the company indicated in a statement. “She will focus on advancing Vuori’s global marketing strategy, strengthening connection across channels, and building on the brand’s momentum worldwide.”
“Vuori has a rare combination of brand clarity, product strength and deep consumer connection,” Krug said in her statement Monday. “The foundation is already there — a powerful brand and an engaged community. I am thrilled to build upon this momentum and scale globally with intentionality and consistency.”
“Carey has been a strong marketer for Abercrombie,” said one industry source. “They kept giving her more areas to cover.”
On the Vuori brand, the source said, “Lululemon created the category, but Vuori, and also Alo, have put their own spin on it. Vuori seems to have a softer, comfortable and younger aesthetic. Alo seems sexier.” Lululemon is credited with pioneering athleisure with yoga outfits, leggings and workout wear.
The Encinitas, Calif.-based Vuori has tapped some high-profile individuals for its recent marketing campaigns including actor Tom Holland, National Football League player Colston Loveland for its new Breathe Collection for high-intensity training, and last year, Vuori partnered with model Kaia Gerber on an athleisure capsule collection, Vuori by Kaia. This past July, Kirsty Godso, the trainer and frequent Vuori collaborator, appeared in a photo spread for the brand’s Set the Pace collection.
Vuori’s marketing also involves promoting styles that have versatility for different end uses, comfort, and community tie-ins including fitness classes. The privately held brand has attracted investors and has a $5.5 billion valuation.
Vuori’s last big executive change was in April when Heather Archibald was named chief product officer, a newly created role whereby Archibald leads end-to-end product organization and oversees the product portfolio’s entire life cycle. She was Rothy’s chief product and merchandising officer.
Abercrombie & Fitch and Hollister have been among America’s best-performing fashion retailers, in part propelled by strong marketing. The company underwent a multiyear overhaul of its image to be more inclusive and digitally and culturally driven with a robust marketing presence in social media.
