DEATH OF PUREPLAY RETAIL

INTELLIGENCE REPORT DEATH OF PUREPLAY RETAIL FLASH OF GENIUS

Organizing for Omnichannel Success Birchbox, Warby Parker, Bonobos

Death of Pureplay Retail: Top Companies Represented in Evolved Retailer Management Teams Percentage of Non-Entry Level Team Hired from Select Retail Organizations

In 2015, Birchbox signaled its commitment to brick-and-mortar via four key senior level retail hires. The evolved subscription e-tailer, which currently operates one store in New York City’s SoHo neighborhood, appointed Douglas Simpson as VP of Retail and Andrew Lande-Shannon as Design Director of Offline Retail. Before joining the Birchbox team, Simpson had opened more than 60 stores with Juicy Couture, while Lande-Shannon held titles at Joe Fresh, Prada, and Abercrombie & Fitch. Birchbox also hired Philippe Pinatel as President and COO and Benjamin Fay as VP of Retail Development and Customer Experience. Pinatel, a 20-year beauty retail veteran, was previously the General Manager of Sephora Canada, while Fay led retail planning and store design at Apple and JCPenney. With these hires, Birchbox joins evolved retailers including Warby Parker and Bonobos, both of which have sourced senior retail talent from strong multichannel players, including Apple and Nordstrom. These strategic hires have helped teams to ease the transition from online to offline operations.

9%

1. Apple n=28 2. Anthopologie n=9 3. Urban Outfitters n=7

3%

2% 2%

3. Starbucks n=7

Rent the Runway Bonobos Warby Parker Indochino

8%

1. J. Crew n=15 2. Nordstrom n=12 3. Gap n=8

6%

4%

8%

1. Club Monaco n=7 2. J.Crew n=4 3. Gap n=3

5%

Death of Pureplay Retail: Birchbox Senior Retail Hires 2015

4%

1. Bloomingdale’s n=7 1. Gilt n=7 2. Nordstrom n=6 2. Macy’s n=5 2. Victoria’s Secret n=5

4% 4%

Former Position Bi chbox Position

Birchbox Position Fo mer Position

3% 3% 3%

Douglas Simpson

VP of Retail

VP of Operations at Juicy Couture

Mar.

2015

VP of Retail Development and Customer Experience

EVP: Store Design, Real Estate, and Construction at JCPenney

Benjamin Fay

Jul.

2015

5%

1. Nordstrom n=15 2. Groupon n=11 3. Macy’s n=7

Andrew Lande-Shannon

Design Director of Offline Retail

VP of Joe Fresh Stores

3%

Oct.

2015

2%

SVP and GM of Sephora Canada

Philippe Pinatel

President and COO

Trunk Club

Nov.

2015

0%

2%

4%

6%

8%

10%

Source: “ Birchbox puts together team for brick-and-mortar expansion ,” Chain Store Age, December 1, 2015.

Source: Linkedin | Source: L2 Intelligence Report: Death of Pureplay Retail, January 2016.

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January 12, 2016