Bailey Group pulls former VF Corp and Gilt execs for DTC and e-commerce expansion

By

Cassidy Mantor

Published
Nov 14, 2017

The Bailey Group, parent company of Bailey44 and Ali & Jay, is giving its e-commerce and direct-to-consumer teams a boost with the addition of veteran leadership.

Former VP of Merchandising for 7 for All Mankind, Peggi Jewell, is joining The Bailey Group in the role of President. In addition to her most recent position at VF Corp's 7 for All Mankind, she has held leadership roles at Liz Claiborne, JCrew and Lucky Brand.

Jewell said of Bailey44 and Ali & Jay, "I see them as strong brands that are still somewhat of a secret to the legions of women that want clothing that is fashionable, accessible, and of great quality." As President, Jewell will oversee the company's daily business and will be tasked with growing the brands.

The Bailey Group has also brought on a former JBrand, Gilt and Yahoo executive to help expand its e-commerce business. Roshanna Sabaratnam has been named as the Chief Digital and Marketing Officer.

Sabaratnam called The Bailey Group's strategy for direct to consumer sales a proactive approach. She said the brands are "committed to a digital, customer first point of view".

The Bailey Group's two brands are made in LA and focus on celebrating women. Bailey44 is distributed through 1,200 locations nationwide including Bloomingdale's, Nordstrom, Saks, Intermix, Stitch Fix and ShopBop. Its Newport Beach flagship shows same store sales up 92% from its launch last year. A new location at Westfield Century City opened last month.

Ali & Jay is also distributed nationwide at Bloomingdale's, Nordstrom, Stitch Fix, Shopbop and Revolve. The brand is the more affordable, younger identity of the two. It is also sold through its own digital flagship site and a brick and mortar flagship also at Westfield Century City.