Commercial product strategy that protects the brand
Fractional Merchandising and Commercial Director for founder-led and PE-backed fashion brands
15+ years in premium and luxury fashion, including
- Michael Kors
- Tommy Hilfiger
- Burberry
- Jimmy Choo
- Hunter
- Timberland
Who I help
Brands at a pivotal moment
Balancing commercial growth with creative vision is one of the hardest things a brand does.
I work with founder-led and PE-backed brands at turning points: repositioning, launching or scaling wholesale, or building on early success. I help product, sales and marketing work from the same plan, so ranges, channels and processes deliver revenue without compromising what makes the brand distinctive.
- Repositioning
- Launching wholesale
- Scaling wholesale
- Founder-led growth
How I help
Five areas, one joined-up commercial plan
- Range and Product StrategyRange · PriceA focused range, priced with purpose, built for full-price sales.
- Design PartnershipInsight · BriefsTrading insight that feeds clearer design briefs.
- Story and Go-to-MarketEvery touchpointOne clear message at every brand touchpoint.
- Wholesale and DistributionAccounts · PartnersThe right accounts and partners, planned three years out.
- Wholesale OperationsSell-in · MarkdownThe tools that help accounts buy with confidence.
One commercial plan
Product, sales and marketing working in the same direction
Case studies
Hunter, Tommy Jeans and Michael Kors
From building a merchandising function from the ground up, to repositioning a brand for a new generation, to protecting a €175m business through disruption.
Kelly is an exceptional merchant. She has a critical eye to detail with a deep understanding of how to grow a business and push it forward through statistics and results. As a leader, she insists on operational neatness with genuine kindness. She’s great at balancing trend and consumer need in the way you want the leader of a business to be. Most of all, she’s an absolute joy to work with, as a leader and partner.
Work with me
Start with a conversation
A 30-minute introductory call to talk through where your brand is today and where you want it to go. No preparation needed.
Book an introductory call