The Bon-Ton Stores Inc., shifting responsibilities of its top merchants, has promoted Chad Stauffer to senior vice president and general merchandising manager for men’s, children’s and home, succeeding Tom Stoffel, who is leaving the company.
Stauffer was group vice president of private brand strategic planning and product development for men’s and children’s.
The children’s category was previously handled by Bon-Ton’s senior vice president and gmm of center core Joyce Armeli, who will continue to have responsibility for ladies accessories, fine jewelry, shoes and cosmetics.
Intimate apparel is now under the supervision of Hiede Gaspard, senior vice president, gmm for women, so now all women’s apparel is under one gmm.
Bon-Ton, with many of its stores operating in economically challenged communities in Midwest and mid-Atlantic communities, is struggling to reverse weak sales trends and working to upgrade presentations. The regional department store operator, among other turnaround strategies, is seeking to grow e-commerce to 10 percent of total sales over the next few years, from the 7 percent seen this year; build up assortments of Chaps, Polo Ralph Lauren, Michael Kors, Vera Bradley, Under Armour, Robert Rodriguez, Nine West and Kate Spade, and increased private-brand penetration of revenues to 25 percent within five years, from last year’s 16.6 percent.