Leslie Byron
Senior Merchandiser/Creative Director · Beach Lunch Lounge
NEW YORK, NY
In My Own Words
Fashion Executive with proven track record of leading established brands to profitability and for launching highly profitable new brands. Success in better branded,private label, sustainable sportswear: woven, knit, active, intimates, accessories, leather goods. Accomplished leader of merchandising, product development, creative design, technical design, fabric development. Known for delivering immediate impact and mentoring exceptional teams.
Responsible for the original launches of both Lauren Ralph Lauren and Jones New York Signature brands, growing
each brand to $500M and $250M respectively.
Responsible for re-launch and successful expansion of the Anne Klein and Rafaella brands, resulting in increased
revenue on average of 20% year over year.
Launched new knitwear division of Beach Lunch Lounge resulting in first season sales of $5M wholesale, exceeding
planned budget of $2M. Created recycled, sustainable fabrications from base fiber source for knit and woven.
Launched Denim with Benefits and Weekend divisions for Perry Ellis International, adding $20M in top line sales and creating key replenishment program.
Proven DtoC experience including development of Lark & Row program for Amazon private label, execution of
web platform for Rafaella at Perry Ellis International and launch of e-commerce site for Beach Lunch Lounge.
Unique ability to attract, identify, retain, and develop top talent. Sought out by previous team members for new
opportunities.
Strategic leader consistently recruited for new roles based on reputation and ability to deliver results.
Work Experience
Senior Merchandiser/Creative Director
Beach Lunch Lounge2019 – Present
$2B vertical retailer and key supplier to Walmart and TJ Maxx of casual woven tops, pants, and dresses. Launched new full-fashioned knitwear division to increase top line sales in Q3 and Q4. Achieved first season sales of $5M exceeding planned budget of $2M. Sourced/developed recycled,sustainable fibers and created fabrics for pants, blazers, athleisure, and tees. Updated Missy Contemporary aesthetic, sharing floor space with Rails, Aqua, Sutton Studio in the better majors. Worked with accounts including Nordstrom, Saks, Bloomingdale’s, Burlington, TJ Maxx, Sam’s. Developed digital platform and edited assortments according to consumer data tracking.
Freelance Creative Director
Vince Camuto2018 – 2019
Brought in by EVP to handle Antonio Melani private label for Dillard’s better sportswear tailored wovens and knit layering. Worked closely with senior Dillard's executives to develop concepts and execute product. Created and developed Spring collection from sketch to finish.
Creative Director, Rafaella
Perry Ellis International2014 – 2018
Recruited by CEO Oscar Feldenkreis to elevate the product by re-envisioning the creative direction, updating the brand message, re-invigorating the design/merchandising/product development teams, and focusing the assortment. Responsible for 30% increase in sales over plan within first nine months. Managed team of 16 across merchandising, product develop, creative design, technical design, sourcing. Worked cross functionally with marketing to develop a digital platform, and launch new product categories. Instituted shop door program, showing increased revenue of 50% to 75% per shop door. Launched “Denim with Benefits” and led program to $20M wholesale in 18 months. Created Sport, a technical active collection with SPF and wicking properties, adding 20% annual growth. Managed private label accounts for Macy’s Alfani and Style & Co, as well as Dillard’s Preston & York label. Awarded Amazon’s private label program for Lark & Row brand.
Vice President of Casual Design
Jones Apparel Group2000 – 2013
Recruited from Ralph Lauren to launch Jones New York Signature. After successful launch was asked to re-invigorate Anne Klein brand, which led to the launch of the AK Sport division. Based on this success was asked to re-launch Jones NY Sport. Led Jones NY Sport to most profitable division in the corporation. Delivered + 65% over plan for re-branded Sport division for 2010, maintaining solid positive growth in 2012. Expanded doors in AK accounts by 50% in first year. Launched Jones New York Signature division with first year sales over $200 million wholesale. Responsible for overseeing the key item deliverables program to drive 30% of annual volume. Managed and mentored a team of 20 – 30.
Education
Bachelor of Architectural Engineering
THE PENNSYLVANIA STATE UNIVERSITYBachelor of Architectural Engineering
