Salomon North America Appoints Former Vans Leader Laura Stauth as Sales VP
Performance footwear company Salomon has recruited a seasoned industry veteran to spearhead its North American sales expansion strategy. The athletic brand announced the appointment of Laura Stauth as senior vice president of sales, marking a significant addition to its leadership team.
Effective this Monday, Stauth will take charge of Salomon’s softgoods sales operations throughout North America. Her primary focus will be strengthening existing wholesale relationships while cultivating new partnerships within the specialty retail sector. The role encompasses responsibility for driving growth across the company’s complete product portfolio, including athletic footwear, performance apparel, and outdoor accessories.
Before joining Salomon, Stauth held a senior position at Vans, the popular skateboarding and lifestyle footwear brand owned by VF Corporation. During her tenure there, she served as vice president of sales and was instrumental in developing the company’s wholesale strategy across the Americas region.
The French outdoor sports brand cited robust performance across multiple product segments as the driving force behind this strategic hire. Salomon has experienced notable expansion in its Gravel and Trail Running divisions, Winter Sports equipment, and SportStyle collections. This growth trajectory has prompted the company to invest heavily in executive talent to support its long-term business objectives.
Stauth’s recruitment is part of a broader leadership enhancement initiative at Salomon North America. The company recently welcomed Aaron Sullivan as vice president of digital experience and e-commerce in July, followed by LeeAnn Fallon’s appointment as vice president of retail in September. This trio of appointments reflects Salomon’s commitment to building a comprehensive leadership structure capable of navigating today’s complex retail environment.
Steve Doolan, who serves as Salomon’s general manager and president for the Americas, emphasized the strategic value of these new appointments. He highlighted how the combined expertise of the three executives in wholesale operations, retail management, e-commerce, and digital marketing will be crucial for the brand’s continued expansion and market penetration efforts.
In her statement regarding the new position, Stauth expressed enthusiasm about joining Salomon during what she characterized as a transformative period for the brand. She noted that the company’s dedication to innovation, performance excellence, and contemporary design aligns perfectly with her professional passion for connecting high-quality products with consumers across diverse market channels.
The appointment comes at a time of significant momentum for Salomon and its parent company, Amer Sports, which also owns the premium outdoor brand Arc’teryx. Recent financial reports indicate that Salomon has achieved remarkable growth, with the brand recently surpassing the $2 billion revenue milestone. Amer Sports CEO James Zheng has publicly referred to Salomon as a ‘rising star’ within the company’s portfolio, underscoring its strategic importance to the organization’s overall success.
This leadership expansion reflects Salomon’s broader strategy to scale its operations responsibly while maintaining its focus on specialty retail partnerships and premium distribution channels. The company aims to leverage the expertise of its new executive team to enhance market alignment, strengthen retail collaborations, and drive sustainable growth across all business segments.