Dive Brief:
-
Former Everlane CEO Andrea O’Donnell has been named brands president and executive vice president of footwear company Designer Brands, effective Monday. She will report to Designer Brands' Chief Executive Officer Doug Howe.
-
O’Donnell will oversee global operations — including design, sourcing, and wholesale and DTC sales of all Designer Brands’ owned and licensed labels. They include Hush Puppies, Jessica Simpson, Keds, Le Tigre, Lucky Brand and Vince Camuto, among others.
-
She has been chief executive of Everlane since 2021. Before that, she led the expansion of Ugg and Koolaburra brands at Deckers. She previously also served as president of global merchandising at DFS Group, a multibillion-dollar retailer majority owned by LVMH.
Dive Insight:
Designer Brands, which also runs footwear retailer DSW, joined others in the industry last year in paring down its workforce. The company is in the midst of a turnaround, including a long-term plan introduced in 2022 that focuses on building its owned brands and delivering $4 billion in revenue by fiscal 2026.
In a statement, Howe noted O’Donnell’s merchandising and brand experience as an important addition as the company works toward its goals.
“[W]e are bringing into our organization a distinctive and crucial skillset that we believe will enable us to accelerate our roadmap as we continue growing as a brand builder,” he said of her appointment. “Her deep experience and tremendous track record, which includes the revitalization of the powerhouse brand, Ugg, will be a critical asset for us moving forward. The passion for design and storytelling she brings to the table will further bolster our strategy of delivering a unique, omni-channel customer experience.”
In its most recent quarter, Designer Brands net sales fell 9.1% year over year to $786.3 million, with total comparable sales down 9.3%. Net income plummeted from $45.2 million to $10.2 million. The company’s owned brand portfolio (which includes both owned and licensed brands) brought in 11.7 % of its net sales, or $94 million, and 30.5% of its gross profit. In December, the company lowered its outlook for the year.
O’Donnell is leaving Everlane at a time when the DTC brand is struggling, having announced its own round of layoffs about a year ago.
