Dive Brief:
- Adding another executive to its leadership team, DTC bridal brand Birdy Grey appointed Steve Zawada as its chief operating officer, according to a Wednesday press release.
- Zawada brings more than two decades of retail experience, most recently co-founding DTC plus-size women’s fashion brand Eloquii. He has also worked at companies like The Limited and Abercrombie & Fitch.
- Grace Lee, founder and CEO of Birdy Grey, said Zawada will play a crucial role in executing the brand’s multi-year growth strategy.
Dive Insight:
Birdy Grey continues to expand its C-suite leadership, this time with bringing on a new COO.
Monica Ashauer, the company’s co-founder, has also been the brand’s COO and is currently listed on the company’s website as co-founder and president.
“Handing over the operational reins to a seasoned leader like Steve is a game changer for Birdy Grey,” Ashauer said in a statement. “His expertise will give a ton of leverage to our talented team and pave the way for the next horizon of growth.”
Zawada is stepping into his new role after the brand he previously co-founded, Eloquii, has reached significant milestones in recent years. In 2018, Walmart reportedly paid $100 million for Eloquii, and has experimented in the bridal category. Just before the pandemic disrupted the retail industry in 2020, Eloquii collaborated with plus-size bridal retailer Ella & Oak in February 2020 to host multiple bridal pop-ins in New York, Atlanta and Washington, D.C. Last September, the brand unveiled its bridal line with gowns, slip dresses and jumpsuits.
Meanwhile, other DTC brands are expanding into different categories. In May 2021, the bridal brand Azazie introduced a shapewear collection priced between $12 and $35. Earlier this month, the brand partnered with Kendall + Kylie to create a cocktail and party dress collection.
Last October, the brand hired Liyan Shen as its chief financial officer.
