Tory Burch appoints Joëlle Grunberg as President of North America, focusing on operational excellence over expansion.

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View profile for Tom Gartland

I help fashion and consumer brands hire the leadership that scales revenue fast without months of wasted time and bad fits

Tory Burch just appointed Joëlle Grunberg as President of North America. This is more than an exec-hire. It's a brand choosing operational excellence over continued expansion. Joëlle's background isn't just luxury retail. It's omnichannel transformation: Partner at McKinsey in retail, fashion & luxury Executive leadership at Wolverine Worldwide, Lacoste, and Galeries Lafayette Deep expertise across retail, e-commerce, and wholesale integration Honestly, this tells you everything about where Tory Burch is heading. They're not opening 50 new stores. They're optimising the 125 they already have in North America. They're not chasing new channels. They're integrating the ones that already exist - retail, e-commerce, wholesale. It's not a hard pivot. It's refinement. It's a pattern across accessible luxury brands right now: The ones scaling sustainably have stopped expanding and started executing. They've moved from "growth at all costs" to "make what we have work better." That means: Elevating the in-store experience Tightening wholesale partnerships Using data to connect digital and physical, not treat them as separate businesses It's the shift from founder-led momentum to operator-led infrastructure. Tory Burch is doing this in their largest market first - North America represents nearly one-third of their global footprint. That's intentional. Consolidate the core. Optimise what's working. Then scale from a position of strength. If your brand has multiple channels already in play but you're still operating like a startup, this is your signal. The next phase isn't about doing more. It's about doing what you're already doing, better. P.S. If you're navigating this shift right now - from expansion mode to operational excellence - happy to share what I'm seeing. DM me.

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