Macy’s nabs Target vet to lead its private brand strategy

Marianne Wilson
Marianne Wilson profile picture
Macys INC label
Macy’s private brand portfolio includes the INC label.

Macy’s has made a key hire in its ongoing effort to build up its private brands portfolio.

Emily Erusha-Hilleque has joined the department store company as senior VP for Macy’s private brands. In the role, which is new for the retailer, she will lead Macy’s private brands design organization, including apparel, center core and home design teams as well as drive the private brands strategy in partnership with Macy’s merchandising and sourcing teams.

Erusha-Hilleque joins Macy’s from Target Corp., where she spent nearly 22 years in a variety of merchandising roles. Most recently, starting in 2017, she served as the design director of ready-to-wear, young contemporary private label, design partnerships. She was responsible for launching and growing the chain’s trend-driven Wild Fable private label for young women, and collaborations including Levi’s, Christopher John Rodgers, Alexis, Rixo, Nili Lotan, Sandy Liang, Victor Glemaud, Rachel Comey, Christian Robinson and Lego.

The expansion of private brands is one of the pillars of Macy’s “Polaris” strategy, which is designed to take the company into the future.Other initiatives include an emphasis on smaller, off-mall stores and digital acceleration. Macy’s has said it expects private brands to represent 25% of its total sales by 2025.

“Emily is joining Macy’s at an exciting time in our transformation,” stated Nata Dvir, chief merchandising officer of Macy’s. “We are building on our strong legacy to create a portfolio of private and market brands that are compelling, unique and appeal to both our current and future customers.”

“Establishing our private brand portfolio as our differentiator is a key tenet of the Win with Fashion and Style pillar of our Polaris strategy,” Dvir said. “Emily brings leadership and expertise in creating industry-disrupting brands and driving successful product design and merchandising strategies. She has her finger on the pulse of the consumer and on trends. She will ensure that our private brands reflect our customers’ wants and needs across categories.”

In related news, the department store company said it has hired Brand Love Lab to serve as an agency partner to Macy’s merchandising and help the company create the right tools and processes to support its private brands work. Brand Love Lab, a multidisciplinary studio with a history in merchandising, private brands, design and manufacturing, will be an extension of Macy’s merchandising team.