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Woolrich Adds to Design Team

The company promoted Donna Fitch to vice president of merchandising and added Karuna Scheinfeld as vice president of design.

Woolrich has strengthened its design team with the promotion of Donna Fitch to vice president of merchandising and the addition of Karuna Scheinfeld as vice president of design.

“Donna and Karuna are powerful additions to the Woolrich team,” said Nick Brayton, president of the Pennsylvania-based company. “Both have a great understanding and passion for the brand, and together they will be instrumental in driving products for all of our consumer bases.”

Fitch joined Woolrich in January as the director of men’s merchandising. She will now be responsible for product positioning, merchandise planning, and pricing for men’s and women’s sportswear, outerwear and blankets.

Scheinfeld joins Woolrich from W.P. Lavori, the company’s Italian licensee, where she was head of men’s design for the Woolrich John Rich & Bros. collection. She will direct branding, product direction and design of all branded products, including licensed products.

Prior to joining W.P. Lavori in 2008, Scheinfeld worked with various brands including American Eagle Outfitters’ Martin + Osa collection, Ralph Lauren Purple Label and Dolce & Gabbana.