The Athlete's Foot names new merchandiser, buyer head

By

Benjamin Fitzgerald

Published
Apr 2, 2023

Specialty footwear retailer The Athlete's Foot announced on Thursday the appointment of Beth Greenfield to the role of lead merchandiser and buyer, effective March 27.

In her new role, Greenfield will report directly to Matthew Lafone, president, and GM of Americas. She work closely with operating partners to develop and implement regional product strategies, identify market trends, and drive engagement in their communities, said the Atlanta-headquartered company.

She will also lead the hyper-localization of The Athlete's Foot product offerings to better serve the brand's customers and partners.

A 25-year retail buying and merchandising veteran, Greenfield has spent time in the wholesale sector of the business with companies such as Champion and Puma, where she developed and executed global, channel, and market-specific product strategies and assortments that maximized sales and profits.

Similarly, while working in the retail arena at the likes of both Foot Locker and Citi Trends, Greenfield collaborated with her wholesale partners and vendor base to curate both democratic and market-specific assortments that drove key financial metrics.

"I'm delighted to welcome Beth Greenfield to the TAF team," ​sad Lafone. "Beth is an accomplished leader whose experience within the retail, buying, and merchandising industry is unmatched. TAF is dedicated to delivering an exceptional brand experience to our customers and we look forward to working with Beth on elevating those offerings." 

In its most recent trading update in February, ​The Athlete's Foot announced global retail revenues totalled $555 million in 2022, up 10% from 2021.