Bergdorf Goodman names SVPs for e-commerce, stores

Dive Brief:

Amid Neiman Marcus Group's digital transformation, Bergdorf Goodman promoted two leaders to oversee its brand and digital operations. Cheryl Han will serve as senior vice president of Bergdorf Goodman's online business and customer strategy. The luxury department store also promoted Melissa Xides to senior vice president of Bergdorf Goodman stores and brand operations, according to a Friday press release.
Before becoming a contractor at Bergdorf Goodman in 2018, Han previously consulted with Neiman Marcus and was the founder and CEO of Keaton Row, a company that provided online styling services.
Xides held multiple leadership positions at brands like SoulCycle, Tory Burch, Jack Spade, Kate Spade and Gap before joining Bergdorf Goodman in 2019 as vice president of customer experience.

Dive Insight:

The promotions of Xides and Han follow a transitional period for Bergdorf Goodman's parent company, Neiman Marcus Group, which is navigating its post-bankruptcy plans and future digital strategy. In September 2020, the company exited its Chapter 11 bankruptcy with a commitment to an "accelerated digital transformation" and multiple new owners, including the investment firms Sixth Street, PIMCO and Davidson Kempner Capital Management.

Thanks to the restructuring from its bankruptcy and additional debt financing, Neiman Marcus Group in June last year announced that it would invest $500 million in various digital ventures spanning the next three years, including its acquisition of Stylyze.

Though some of its competitors face pressure to separate their brick-and-mortar and e-commerce operations and scale back their physical stores, Neiman Marcus Group dismissed reports that it was considering making similar moves. Last July, the company refuted a New York Post report that it planned to sell Bergdorf Goodman and in December, the company said it does not intend to split its e-commerce business from its physical stores.

Bergdorf Goodman didn't disclose what Xides and Han's new positions would entail but said that they would "continue to drive the company's strategic vision to set the new standard in luxury." The company credited Xides with steering the company's environmental, social and governance strategy and guiding its customer service practices during the COVID-19 pandemic for in-person and online shoppers. Bergdorf Goodman also credited Han with overseeing the company's website revamp, its debut app, and its growth and expansion over the past two years.

"I am incredibly proud of the work Cheryl and Melissa have done to build and develop talented teams, establish, and effectively deliver channel and customer strategies that are creating exciting momentum in the business," Darcy Penick, president of Bergdorf Goodman, said in a statement. "With their direction, I am confident that we will build upon our success as we continue to innovate on the luxury customer experience both online and in-store."