Vermeij will drive the brand's growth in Europe, developing and implementing commercial strategies for consumer segments like workwear and active/outdoor apparel. He is also responsible for developing and implementing the commercial strategy in new areas. Vermeij worked as a consultant on numerous projects and diverse issues, mainly in the apparel and sporting goods industry, across Europe. Prior to that, Vermeij was General Manager Europe at Brixton Europe BV, Amsterdam, a privately owned headwear and apparel manufacturer. From 2006-2016, he held the position of Product Director Emea at Sole Technology Europe BV, Amsterdam, after Vermeij previously launched Vans Benelux as Country Manager Vans Benelux /VF Corporation.

Vermeij has extensive experience in merchandising, production, brand management, and sales, having held leadership positions in the fashion, sportswear, and lifestyle industries. Vermeij studied International Management at HES Amsterdam (HEAO).