Greats, the Brooklyn-based sneaker brand, continues to grow its business.
The company has tapped Rachael Ulman as president and chief operational officer. Ulman previously headed merchandising and marketing for Myhabit.com, which was owned by Amazon but shuttered earlier this year.
“We had been looking for a while and it was an exhaustive search, but we wanted to find someone who was complementary to my skill set and someone who could bring more leadership to the leadership team and bring more analytical skills to the business,” said Greats cofounder Ryan Babenzien. “I’m going to focus more on what I’m good at, which is definitely on the brand side and executing a vision.”
Ulman, who has also worked at Wal-Mart Global E-commerce and McKinsey & Co., will lead finance, operations, digital marketing and e-commerce technology for the business.
“The thing that’s really unique about Greats is the success they’ve seen very quickly and the very loyal fan base that they’ve built. And for brands, that’s the hard part,” Ulman said. “My goal is to put some systems in place to help the business grow.”
While Greats mostly sells direct-to-consumer, the line is also carried on Mr Porter. Greats also recently partnered with Nordstrom to sell five of its key styles at three of its stores in Canada. The brand, which has a store in Brooklyn that’s operated through a partnership with Steven Alan, is also venturing into women’s.
“Although we’ve grown significantly since we’ve launched, we’ve been pretty restrained, but this hire is going to position us to scale,” Babenzien said. “We are going to continue to grow the men’s business and we are adding women’s, which is a big opportunity. We are on a clear path to a revenue number that is very realistic by 2020 that will put us in a great position to figure out what to do after footwear.”