TomboyX names new CEO amid management role adjustments

By

Jennifer Braun

Published
Sep 6, 2021

Gender-neutral, size-inclusive underwear brand TomboyX announced on Friday that chief operating officer Leslie Garrard will assume the role of chief executive officer. 

Co-founders Fran Dunaway and Naomi Gonzalez have handed over the reigns, as they plan to remain with the company, continuing to partner on strategic brand projects in a part-time capacity. 

"Naomi and I are beyond excited to make this announcement," said Dunaway, who will equally remain on the board of directors.

"Leslie has proven herself to be a forward-thinking visionary who is uniquely qualified to lead TomboyX as we scale and expand. Her savvy business acumen gives Naomi and I confidence in her ability to lead the team to ongoing success. She shares our values and is a strong culture add. The future is bright for TomboyX.”

Garrard joined TomboyX as COO in October 2020 and is credited with launching new product collections and brand collaborations, growing the company's wholesale business, diversifying the supply chain, and executing a warehouse move. She also spent five years at outdoor retailer REI in multiple leadership roles, and in management roles at Starbucks and T-Mobile. 

In her new role as CEO, Garrard will focus on growing the TomboyX brand, building off the incredible progress and significant expansion TomboyX has experienced since its founding in 2012.

"TomboyX is a profoundly authentic company," said Garrard. "It's a female founded challenger brand that's 100% about promoting joy and wonder through radical comfort and inclusivity. I am so excited to help lead the team through the next-wave of TomboyX's dramatic growth and community impact, with the continued partnership of its co-founders Fran and Naomi.”

Moreover, TomboyX CFO Ryan Letson will add COO to his title. As CFO and COO, he will lead finance, technology, business operations, logistics, customer service, legal and human resources. All the while Katrine Fritz will become chief merchant, promoted from VP of merchandising/design/planning. She will lead design, merchandise strategy, planning, wholesale, collaborations, and product development and sourcing.

Lastly, TomboyX welcomed new chief marketing officer Amy Sellers, who assumes leadership of all marketing, digital and creative initiatives. She recently served as VP marketing at Flyhomes and held titles of client partner with Facebook, and VP, marketing and UX at American Well.

In 2019, TomboyX secured $18 million in Series B funding. It has also been named to the Inc. 5000 list for the past four years running.