Neiman Marcus Group (NMG) is making big moves to adapt to changing consumer behaviors, with strategic investments in talent, merchandising, technology and supply chain to reshape the Neiman Marcus and Bergdorf Goodman customer experience.
“Neiman Marcus Group is a customer and brand relationship business, powered by a strong digital ecosystem,” said Geoffroy van Raemdonck, CEO of Neiman Marcus Group in a statement. “Today we are announcing additional moves to accelerate our transformation, reflecting our renewed financial flexibility and desire to invest in areas that are a source of unique competitive advantage and create shareholder value.”
To accelerate the growth of NMG’s luxury customer base, the company is investing in enhancing customer journeys by grouping technology, digital products and advanced analytics under one leader, and by allocating more capital to those areas.
Former Apple exec Bob Kupbens will join as EVP, Chief Product and Technology Officer, effective Feb. 1, reporting to van Raemdonck. In addition to Apple, Kupbens also has worked at eBay, Delta and ADT, where he held multiple senior roles overseeing ecommerce, digital products and technology.
Kupbens will partner with David Goubert, President and Chief Customer Officer of Neiman Marcus; Darcy Penick, President of Bergdorf Goodman; and Lana Todorovich, President and Chief Merchandising Officer of Neiman Marcus, to develop new digital products and capabilities that enhance store, online and omnichannel experiences at both brands. Kupbens also will be tasked with accelerating the ramp-up of NMG’s advanced analytics capabilities, scaling personalization of customer experience to a broader set of customers and curating the personalized assortments.
The company also is creating a new role within the Neiman Marcus brand: GM for Brand Partnerships & Merchandising. Paolo Riva will report to Todorovich. Riva has extensive brand and P&L experience in luxury senior global roles, last serving as CEO at Victoria Beckham and supporting senior global roles at Valentino, Diane von Furstenberg, Ferragamo and Tory Burch.
“We have incredibly strong relationships with our brand partners and are evolving our collaboration from being a distribution channel for them to an increased value creation opportunity,” said Todorovich in a statement. “With Paolo’s leadership, we will ensure Neiman Marcus further enhances the value we provide to brand partners through maximizing their access to our luxury customers, providing additional customer and assortment insights, and aligning on the renovation plans for six of our stores within the next 18 months.”
Additionally, NMG is investing $85 million in supply chain innovation, specifically systems and fulfillment centers. NMG is implementing a new order management system, a new warehouse system and is making investments in the company’s Pinnacle Park distribution facility.