NEW YORK — Marvin Traub Associates has broadened its scope of operations by merging with CS West International Corp. and naming its founder, Christopher West, a managing director.

This story first appeared in the May 1, 2012 issue of WWD. Subscribe Today.

West has also joined MTA’s executive committee which has two other members: Marvin Traub, chairman, and Mortimer Singer, president. Traub and Singer are partners in the business.

“When Marvin and I entered into partnership together 15 months ago, we agreed I should also be looking to bolster the team for the future,” said Singer. “Christopher brings a whole other leg to the stool. Now we have the brand management piece, which has really always been inside the soul of what we do. But it’s become more tangible with a driving force that could benefit all of our clients.”

He likened MTA’s management structure to a “triumvirate” where Traub is the main merchant; West, the brand manager, and himself, “the deal guy.”

“Since CS West International merged into Marvin Traub Associates, we have closed on a number of new clients,” said West, citing Tourneau, the watch retailer, and Gruppo C’E, a real estate developer. “For Tourneau we are performing strategic consultancy, and for Gruppo C’E we are leading the branding and revenue enhancement of a real estate development in Chicago.”

However, the MTA team will also work with many clients that had been with CS West, including, William Morris Endeavor Entertainment, Ambient Content LLC, JWT, Guggenheim Partners, Vicart Entertainment, Endgame Entertainment Group, Cole Haan, Lacoste, Erin Fetherston, Christian Cota, Tracy Reese and Yohji Yamamoto. “We brought his business in,” said Singer. “His clients become our clients. He’s been really running business development and strategy — the on-the-ground operations.”

West founded CS West in August 2008. The firm focused on operational management, revenue generation and business development for new and rapid-growth companies. Prior to forming his own company, West worked at Procter & Gamble Co. in London, New York and Geneva, and held global responsibility for several luxury beauty brands. West moved into the fashion industry where he led business development, licensing, and marketing communications for Zac Posen.

MTA was founded by Traub, the former Bloomingdale’s chairman and chief executive officer, in 1992. The firm has mostly been known for its dealmaking and consulting activities, helping retailers and brands to expand via licensing, franchising, merchandising, mergers and acquisitions, as well as restructurings. The company also helps major developers by conceptualizing the merchandising on new projects and attracting tenants to the space.

Singer said he is actively seeking additional talent for the firm, and will be hiring midlevel, junior executives with a range of expertise, from banking to merchandising. “We are growing,” Singer said.

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