Case studies

Selected work

64%fewer SKUs while growing sales at Hunter
+27%sell-in growth at Tommy Jeans, 21% ahead of budget
1%wholesale cancellations at Michael Kors, against a 35% global average
+120bpsmargin improvement across a €175m business

Hunter

SKUs down 64%, orders doubled

Building merchandising as a core commercial function

As Hunter grew beyond rain boots into ready-to-wear and accessories, product decisions needed a stronger link to demand, sales and margin. Alongside a colleague, I built the merchandising function from the ground up, working closely with design, sales and finance to introduce range planning, pricing structures, lifecycle strategy and clearer seasonal storytelling for buyers.

Together with the creative team, we launched a new Core collection alongside the “Rain Starts Play” campaign. Between SS15 and SS16, we reduced SKU count by 64% and sample costs by 29% while growing sales, and RTW and accessories orders doubled year on year.

In the press The Core collection and Rain Starts Play launch (Appear Here, 2016) ↗

Tommy Hilfiger

Sell-in up 27%, 21% ahead of budget

Tommy Jeans: repositioning for a new generation

Tommy Jeans was repositioning to connect with a Gen Z and Millennial customer, while protecting the heritage styles that drove volume. Leading category strategy for Women’s ready-to-wear, a €160m business, I worked closely with design, product development, marketing and wholesale to balance brand evolution with commercial discipline.

Together we scaled a successful archive flag capsule into a core basics programme, reduced SKU overdevelopment by 20%, and introduced good, better, best assortments and sales tools that achieved 80% global alignment across retail and wholesale. In 2019, sell-in grew 27%, 21% ahead of budget, and Tommy Jeans became Tommy Hilfiger’s largest department, with 25% CAGR over the period.

In the press The Tommy Jeans relaunch (WWD, 2017) ↗ The archive flag capsule (Highsnobiety, 2019) ↗

Michael Kors

Cancellations at 1% against a 35% average

Strengthening a €175m EMEA business through disruption

Leading a team of six across accessories and footwear in EMEA, the Middle East and India, I worked with global product, sales, data and key partners to protect brand consistency and margin through COVID and supply chain disruption.

Together we built an icon strategy that lifted SKU productivity by 11%, launched a virtual selling tool now used by 700+ accounts, and delivered storytelling capsules. EMEA cancellations fell to 1% against a 35% global average, and margin rose 120 basis points.

In the press The Hamilton, an icon handbag from the strategy, at the heart of Michael Kors’ award-winning Galeries Lafayette pop-up (WindowsWear Awards, 2026) ↗

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