Helen White
Summary
A visionary, action oriented leader with a track record of driving profitable growth in founder led and PE backed lifestyle brands.
With unusually broad functional experience, boundless drive and a creative and commercial approach I believe that growth in apparel brands comes through a relentless customer focus and a clear brand vision. This needs to be delivered through a well-structured, collaborative and high performing team, balancing product, trading and marketing in an environment where agility, excellence and business efficiencies are celebrated.
I am fascinated by the evolving retail landscape and the idea that brands can succeed while trying to be better for people and the planet.
At BAM, a proudly B Corp business, I led the Product, Merchandising and Brands teams to transform from a bamboo catalogue business to a strong consumer brand for the Power age (Gen X) woman, getting the business back to a growth platform after 2 years of post Covid decline.
Overview
21
21
years of professional experience
Work history
BRAND AND PRODUCT DIRECTOR
BAM
Devon/ London
09.2018 - Current
- Led the development of the brand strategy and consumer articulation, with external agencies.
- Led the brand teams (creative & Social) to create and deliver the new visual identity and comms in line with the strategic vision
- Devised and drove the range strategy with the vision of an active lifestyle range for the Gen X consumer
- Devised and drove a trial and trade strategy to introduce newness while minimising risk.
- Drove sourcing strategy, improving intake margin by 500bps over 3 years, and creating more flexible supply base.
- Drove trading strategy to reduce post covid stock holding, deliver more profitable trading and improve stock efficiency.
- Initiated and drove Impact strategy resulting in award winning recognition and B corp status
- All of the above has resulted in getting the brand back onto a growth platform after 2 years of serious post Covid decline with SS25 STD Sales + 15% GM +27% and new customers +20%.
FOUNDER & MD
Blue Marmalade London Ltd
London
05.2013 - 08.2018
- "Luxe loungewear at it's finest" - Daily Telegraph
- Inspired by founders I had worked with I created a self-funded luxe sleepwear brand.
- Learnt the difference between running a department and running a business.
- Learnt the reality of managing cashflow alongside a P+L
PRODUCT & BRAND CONSULTANT
Blue Marmalade Consulting
London
05.2013 - 08.2018
- Consulted for various brands on strategy and processes to drive growth around brand articulation, range structure, product development, sourcing and sustainability,
- Brands included BAM / Crew Clothing / Varley / Pashley bicycles / Hotel Chocolat.
BUYING DIRECTOR
Miss Selfridge (Arcadia)
01.2012 - 05.2013
- Joined to lead the product team through a strategic review clarifying the customer, the range direction and market positioning, as pure play retailers had begun to gain market share.
- Led the buying team of 40 to create a stronger range structure and more distinctive product throughout all store grades while leaning into the teams trading expertise.
- Maintained sales of £110M in spite of rapidly changing market
- Initiated and delivered a sourcing strategy improving design innovation with Indian + FE suppliers.
PRODUCT DIRECTOR
Sweaty Betty
London
01.2008 - 09.2011
- Joined at £9M turnover, tasked with transitioning the business from a chain of sportswear boutiques selling other brands to a brand in its own right, through the creation of an own brand range.
- Turnover grew to £17M over 4 years while increasing GM from 16% to 39%.
- Set the strategic vision of injecting fashion principles into traditional sportswear, long before the term athleisure was coined.
- Built high performing creative and collaborative Buying, Merchandising, Design and Tech functions implementing strategic focus and improving process
- Developed a high performing and engaged supply base that delivered on innovation, quality and price.
HEAD OF BUYING
Fat Face
04.2004 - 01.2008
- Joined at £50M and led Buying, Design and Tech functions through a period of rapid growth as turnover doubled in 4 years
- Developed & executed range development strategy as the brand transitioned from a t shirt brand to a full lifestyle brand delivering consistent annual double digit LFL growth.
- Developed and executed a sourcing strategy that drove 400 bps margin improvement over 3 years through supply chain consolidation, building strong supplier partnerships and opening an Indian sourcing office.
Skills
- Future focussed strategic clarity
- Collaborative hands on leadership
- Building and mobilising teams to deliver results
- Brand and range definition and delivery
- Creator of both brand and commercial value
- Driving business efficiency
Helen in The Press
Celebration of the BAM rebrand
https://www.gethegoods.com/articles/without-studio-and-bam-usher-in-the-womens-power-age-with-bold-rebrand
Commentary on the shift in sustainability in the industry
https://www.drapersonline.com/insight/comment/wraps-textiles-2030-goals-coming-together-as-an-industry-is-the-only-way-to-drive-change
Timeline
BRAND AND PRODUCT DIRECTOR
BAM
09.2018 - Current
FOUNDER & MD
Blue Marmalade London Ltd
05.2013 - 08.2018
PRODUCT & BRAND CONSULTANT
Blue Marmalade Consulting
05.2013 - 08.2018
BUYING DIRECTOR
Miss Selfridge (Arcadia)
01.2012 - 05.2013
PRODUCT DIRECTOR
Sweaty Betty
01.2008 - 09.2011
HEAD OF BUYING
Fat Face
04.2004 - 01.2008
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