Dive Brief:
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David’s Bridal Wednesday announced a new leadership slate, all company veterans who have been promoted. Kelly Cook, there since 2019 as chief marketing and IT officer, is now president of brand, technology and finance, reporting to CEO Jim Marcum. She oversees marketing and tech functions and the finance organization.
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Rob Cooper, in finance at David’s Bridal since 2006, is now chief financial officer, reporting to Cook. Nancy Viall, who joined the retailer in 2020 as chief merchandising, design, and inventory management officer, is now president of merchandising and supply chain, reporting directly to Marcum.
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Bob Walker, who joined in 2019 as chief retail officer, is now chief operating officer. Andrea Dauphinee, who joined in 2018 as senior vice president human resources, is chief human resources officer. Both report directly to Marcum, per a company press release.
Dive Insight:
David’s Bridal this year narrowly escaped liquidation, as it struggled to find a buyer before and during its second bankruptcy in less than four years. In July, asset management firm Cion Investment Corp. swept in to acquire the chain. That kept the lights on at 200 stores that otherwise would have closed and saved about 7,000 of the 9,200-plus jobs that were slated to be cut.
Now the struggling bridal retailer is sticking with — and promoting — key personnel who have been there at least three years. In a statement, Marcum called them “exceptional leaders with the strategic acumen to guide David’s into its next era of success.” Marcum himself has led the company since 2019, following its exit from the 2018 bankruptcy.
“They have played key roles throughout the past few years, helping us navigate the pandemic, its aftereffects, and positioning us for the future as we continue to help make dreams come true,” he said of those promoted Wednesday.
The company said it now runs more than 190 stores across the U.S. and Canada, along with franchise locations in Mexico, down from 294 stores earlier this year. The retailer has expanded its niche in recent years, offering Quinceañera collections, partnering with Little Tuxedos on children’s formal attire and introducing a wedding gown collection made partially from recycled fibers. However, the pandemic scrambled its business as couples delayed their events or held them virtually.
