Rue21 names former HSN executive as new CEO

By

Gabriella Lacombe

Published
Oct 29, 2020

Casual women's retailer Rue21 has named former HSN executive Bill Brand as its new chief executive officer. 

In his new role, Brand will replace Rue21's interim CEO John Fleming, who will return as a board member. 

Rue21, which said it has experienced positive growth even amidst the Covid-19 pandemic, said Brand was selected based on his "ability to accelerate growth."

Currently operating just under 700 stores in 45 states, the company reported that its business is up double digits compared to the total apparel market down 12% in September. 

"We chose [Brand] because of his impressive track record in building high performance teams and his industry-recognized leadership abilities to modernize retail brands," said Fleming.

"Under his leadership, we will leverage rue21's recent growth by doubling down on omni-channel enhancements to create more compelling customer experiences."

Brand most recently served as senior vice president and chief retail officer at global cruise company Carnival Corporation & PLC, where he was recruited to lead the creation of a new retail arm. Previously, he also held a variety of roles with HSN, including executive vice president of programming, marketing and business development, chief marketing and business development officer, and president. 

Throughout his career, Brand has also served as a board member of Clarus Commerce, a marketing and technology platform, and as senior vice president of programming at Lifetime Television. 

"The opportunity to grow a retail brand with such a strong foundation and brand commitment to fashion, affordability and inclusivity is one that both humbles and thrills me," said Brand. 

"Through creative partnerships  and programs, we will bring our customers new experiences that will further connect them with one of the most compelling, yet under the radar brands in the U.S."

Brand serves as vice chair of the National Retail Federation Foundation and Habitat for Humanity International, and is on the board of directors of the Moffitt Cancer Center Foundation.