BRAND STRATEGY & BUSINESS CREATION - The Dreslyn
About
Built a apparel business inside an existing luxury retailer—creating a new brand capable of competing alongside established designer labels while transforming the retailer's private label into a premium, high-margin business
Role
Head of Product
The Challenge
Develop and launch the first private label apparel collection for a luxury women's retailer. The collection needed to compete alongside established contemporary brands while delivering approximately 75% retail margins—without being perceived as traditional private label.
IMPACT• Established the retailer's first premium private label apparel platform.
• Developed a commercially viable assortment strategy balancing elevated design with target margin objectives.
• Built domestic and international manufacturing partnerships supporting scalable production.
• Implemented premium construction, fit, and quality standards aligned with contemporary designer brands.
• Created end-to-end merchandising and product development workflows from concept through production.
• Positioned the private label as an independent premium brand rather than a traditional retailer-owned collection
“Creating a premium apparel business required more than designing garments—it required building the systems, partnerships, and standards necessary to scale product development from concept through production.”
