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Velcro Companies appoints John Deitrich Chief Supply Chain Officer and James Seidl Chief Product & Innovation Officer

MANCHESTER, N.H. – October 7, 2022 – Velcro Companies appointed John Deitrich Chief Supply Chain Officer (CSCO) and James Seidl Chief Product & Innovation Officer (CPIO). Both serve as members of the company’s Executive Leadership Team (ELT) and are uniquely suited to build upon Velcro Companies’ more than 60 years of experience creating and manufacturing innovative fasteners.

John Deitrich

John Deitrich

As CSCO, Deitrich is responsible for managing the company’s global footprint to drive operational excellence.

“Velcro Companies has an incredible legacy as a global manufacturer delivering the iconic VELCRO® Brand hook and loop fastener to customers,” said Gabriella Parisse, CEO, Velcro Companies. “John is an outstanding leader who will work across our global supply chain to deliver best-in-class fastening products to customers around the globe.”

Deitrich brings more than 30 years of manufacturing and supply chain experience to the role and is uniquely suited to lead the company’s end-to-end operations, including manufacturing, supply chain, logistics, procurement, engineering and quality teams. He has a strong operations and supply chain background with deep technical knowledge and experience in nonwoven and sustainable manufacturing inside key markets, including Consumer and Personal Care.

Deitrich spent nearly 30 years at Kimberly-Clark, serving in several manufacturing, supply chain and logistics roles and ascending to Vice President, Global Manufacturing. While at Kimberly-Clark, he also served as Vice President, North America Consumer Integrated Supply Chain and Vice President of Manufacturing and Supply Chain North America Adult & Feminine Care.

Prior to joining Velcro Companies, he served as Senior Vice President of Global Operations for Nice-Pak Products in Orangeburg, N.Y., and Vice President of Operations at C3 Corporation in Appleton, Wis.

Deitrich earned a bachelor’s degree from Lawrence University in Appleton, Wis.

James Seidl

James Seidl

In the newly created CPIO role, Seidl leads the company’s Research & Development (R&D) and Product and Category Marketing teams to drive innovation and accelerate new product development. Working closely with our Commercial and Operations teams, he will ensure we have a clear, innovation-driven product pipeline.

Seidl brings more than 20 years of experience in new product development, brand management and strategic planning as well as a passion for consumers and innovation.

“As the inventor of the hook and loop fastener, Velcro Companies has a long and storied history of developing new and innovative ways to make and use VELCRO® Brand fasteners,” Parisse said. “James has a strong innovation and product management background that will enable Velcro Companies to tap the same ORIGINAL THINKING® that created the original hook and loop fastener to bring more VELCRO® Brand innovation to the market.

Prior to joining Velcro Companies, Seidl spent nearly 11 years with McCormick & Company in Baltimore. Most recently, he served as Vice President, Marketing – North America Digital Commerce & Innovation. He also served as Business Director – Cooking & Baking; Business Director – Innovation; and Hispanic Marketing Director.

Seidl also spent more than 10 years at Procter & Gamble, where he was an important contributor to global new product innovation as well as multicultural, scale, shopper and digital marketing, and brand management for the multinational consumer goods company.

Additionally, he served as Program Manager – Kosovo Construction Enterprise Program for Global Communities (formerly CHF International), an international non-profit working with communities to bring about sustainable changes that improve the lives and livelihoods of the vulnerable.

Seidl earned a bachelor’s degree cum laude in Business Administration with a major in International Business and Marketing from the American University Kogod School of Business in Washington, D.C.

About Velcro Companies:
Velcro Companies is a technology-driven, global organization providing fastening solutions that solve problems in simple, elegant, and surprising ways for businesses and consumers around the world. With more than 60 years of experience, Velcro Companies are proud of their heritage in innovation. Velcro Companies owns over 400 active patents and numerous trademarks, including the VELCRO® mark, which is registered throughout the world. Velcro Companies offer global resources for world-class solutions, with manufacturing locations in Spain, the United States, Canada, Mexico, Belgium, Uruguay, and China and sales offices around the world.


Media Contacts:
Mark Elliott, APR
Velcro Companies
(603) 260-1336

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