Breaking News: A New Chapter for Birdy Grey
Newly appointed chief executive officer announced: Birdy Grey wedding dress retailer appoints a new leader.
Yo, listen up! The DTC bridal brand Birdy Grey just made a splash with the appointment of Jill Layfield as their new CEO. As per the official announcement, she was the former CEO of James Michelle Jewelry, a renowned DTC jewelry brand, and previously co-founded and headed Tamara Mellon, a luxury footwear brand. Before her stint at Tamara Mellon, she served as president and CEO of Backcountry, where she significantly contributed to driving the brand's revenues to a whopping $500 million, eventually leading to its sale to TSG Consumer Partners.
Grace Lee Chen and Monica Ashauer, the co-founders of Birdy Grey, are stepping down from their CEO and president roles. They'll continue serving as board members, but now, they'll take up the roles of chief creative officer and chief strategy officer, respectively.
Birdy Grey is about to step into a new era of growth with this strategic move. According to Chen, "With Jill's leadership and e-commerce expertise, we're confident she'll be instrumental in driving our strategic initiatives, expanding our market presence, and taking Birdy Grey to new heights."
Established in 2017, Birdy Grey is known for its diverse collection of bridesmaid dresses and accessories. Recently, they expanded into men's ties, bowties, and pocket squares, matching the color assortment of their bridesmaid dresses. In March, they'll introduce their first collection of men's suits.
The brand's revenue is also on the rise, hitting $100 million in 2024. While the brand is currently exclusive to its website, they're eyeing ways to expand their distribution. "We know brides are eager to experience Birdy Grey offline," Chen shared. "Though we don't have immediate plans for 2025, we're excited to introduce offline experiences in 2026," Chen added. They're exploring strategic wholesale partnerships but have no plans for launch just yet.
Recent hires at Birdy Grey include Liyan Shen as the chief financial officer in late 2022, Steve Zawada, co-founder of Eloquii, as the chief operating officer in February 2023, Brendan Hastings as the chief technology officer, and Tanya Hersh as the first chief marketing officer in late 2023. However, Steve Zawada's tenure as COO was brief, lasting about six months, and was replaced by Cat Chen. So, keep an eye out for more updates in this exciting journey for Birdy Grey!
- With the appointment of Jill Layfield as CEO, Birdy Grey is poised to leverage her expertise in e-commerce to drive strategic initiatives and expand their market presence, aiming for further growth in the business.
- As Birdy Grey ventures into a new chapter, the co-founders, Grace Lee Chen and Monica Ashauer, are shifting their roles to chief creative officer and chief strategy officer, respectively, while still maintaining positions on the board.
- In the evolving landscape of small-business and entrepreneurship, Birdy Grey is expanding their product offerings, planning to release their first collection of men's suits in March and exploring offline experiences for potential customers in 2026.
- As Birdy Grey prepares for future expansion, they've added key personnel to their team, including Liyan Shen as the chief financial officer, Brendan Hastings as the chief technology officer, and Tanya Hersh as the first chief marketing officer, signaling a focus on technology and market strategy to propel their careers and finance within the competitive finance industry.
