Senior Retail Executive with extensive capabilities in innovative design, test-and-learn, end-to-end execution, and international expansion.

ED HOFMANN

Great design and authentic Brands are stories well-told. I make those stories come to life thru impactful, highly productive, and emotionally compelling environments.

My background combines an expansive breadth of global experience integrating prototype and innovation design, project management, architecture, retail development, brand position, workplace & facilities, market analysis and commercial strategies.

I have a unique capability to operate within the front, middle or back end of the development process. From design conceptualization to well-managed execution and completion.

For instance, I have driven teams performing the design and execution for market entries in 39 countries, including China, opening 500 locations in over 70 countries, and representing +$750M in retail sales. I have become an expert in Flagship, Prestige Beauty, Local Market and Travel Retail channels.

My experience has shown me that successful physical retail must surprise and delight, be truly experiential and nimble. We no longer have the luxury of a passive consumer - she is smarter, faster, more sophisticated and armed with the ability to purchase anything at her fingertips.

Denver, Park Meadows Center, VOW’D Weddings. FULL PROJECT INFO

Denver, Park Meadows Center, VOW’D Weddings

The AVES Victoria’s Secret, Kuwait City. MORE DETAILS

Victoria’s Secret Flagship at The Aves, Kuwait City

Every sq. centimeter of the environment should work in unison, like an orchestra, with all other services to create a unique, emotionally-compelling Branded experience.

Sabon Beauty Holiday Pop-Up, Hyundai Seoul, Korea. FULL PROJECT INFO

Interior concept for a South American Wellness Brand

Victoria’s Secret Small Format Store, Via Dei Calzaiuoli, Florence, Italy

But even more importantly, with all the constraints in the world is the essential need to do more with fewer resources. Locations must cost less, be more productive, more efficient, changeable, and include an amazing marriage with ecomm, yet maintain the brand equity, impact, and quality.

One example of doing more with less is the development of tiered location formats of varying sizes and costs - tapping the potential of every location while driving very high productivity:

Example Victoria’s Secret store format strategy

Example Bath + Body Works store formatting

Another is through using design evolution to elevate sophistication and increase productivity and sales while heightening the emotional impact and dominance of the Brand:

Resorts World Sentosa, 5 years apart, same location. Higher sales post renovation

Or tapping lucrative channels such as Travel Retail and categories like Prestige Beauty, Lounge, and Body Care with specialized versions of the Brand story:

Victoria’s Secret is the world’s #1 Mono-brand in the Travel Retail channel

Paris Orly Int’l Airport Victoria’s Secret Beauty + Accessories

Victoria’s Secret Pink at Abu Dhabi Int’l Airport

Bath & Body Works small format store concept

I can help create and execute at scale these various ideas, making for nimble, emotional spaces that are truly productive, provide amazing top-line sales and reinforce the dominant Brand story. When it is done well, it appeals to a very diverse and broad marketplace.

I’d love the opportunity to share more with you.

Team Culture

Highlights

I am a strong believer in the power of culture and cross-functional leadership. I create real influence in matrixed organizations, using a strong intent of working together with few silos and as much transparency as possible. For this, I have had to undo much of the classic, ‘one-minded-designer’ approach and have developed a high EQ, becoming more accountable to a broader working team and more thoughtful of larger goals.

For instance, as Vice President for L Brands, I was the primary Store Design representative on the International Executive committee, a diverse team of 15 leaders managing $2.1B in sales across all brands in 78 countries. Most of the expansion was accomplished alongside 6 key franchise partners - balancing the strengths and weaknesses of all groups.

I’ve worked closely with Chairman and C-level leadership to strategize and prototype fast-growth versions of Victoria’s Secret. Leading to market entries in 39 countries and opening over 500 locations in 70 countries, representing +$750M in retail sales. I am an expert in Prestige Beauty and Travel Retail channels.

Designed + executed a Flagship install in Hong Kong at IFC Center - the first Victoria’s store to be established in Asia followed by the initial 10 Victoria’s stores on mainland China in Shanghai, Chongqing, Chengdu, Shenzen, and Guangzhou. Stores totaling ~$40M par sales.

Led new concept design and full execution of 3 Victoria’s Secret Full Assortment Flagship stores in Dubai and Kuwait partnering closely with LBI’s partner, Alshaya. As firsts, and market entries, everything was bootstrapped, and required developing new processes and relationships. They trended $100m combined annual sales.

As VP of Workplace Strategy and Facilities Design, I was the team lead responsible for setting strategic goals and directing the design, planning, coordination, and implementation of LBrands non-store retail space projects & initiatives - approx 2.1M sf of office space and 5M sf of distribution centers across all campuses and locations in 7 cities and 5 countries.

A founding member of internal store prototype design team, mandated to ween away from expensive external resources. With chairman and Brand CEO’s, developed and translated business strategy and key brand equities into emotionally charged, branded environments, tested through live prototype and flagship stores. Projects required agility, adaptability, conflict management and problem solving acumen.

Hearld Sq. Victoria’s Secret Perfumery, NYC

Do Well to Do Good

It’s also incredibly important to give back. Article on a recent pro-bono project for the creation of a Victory Garden in Columbus, GA to benefit under-priviledged children:

Specialties

Concepting + Translating Ideas into Sustainable, Executable + Scaleable Designs

Cross-functional Team Leadership

Beauty Environment Expertise

Brand Protection

Cost Saving Strategies and Procurement Programs at Scale

Omnichannel Integration

Strategic Planning + Cost Controls

Brand Development

Luxury Commercial + Residential Expertise

Design Board + City Agency Expertise

Team Recruitment + Retention

Strategic Planning

Market Analysis

Speed to Market

Curious + Anticipating

Senior Retail Executive with extensive capabilities in innovative design, test-and-learn, end-to-end execution, and international expansion.

ED HOFMANN

Great design and authentic Brands are stories well-told. I make those stories come to life thru impactful, highly productive, and emotionally compelling environments.

My background combines an expansive breadth of global experience integrating prototype and innovation design, project management, architecture, retail development, brand position, workplace & facilities, market analysis and commercial strategies.

I have a unique capability to operate within the front, middle or back end of the development process. From design conceptualization to well-managed execution and completion.

My experience has shown me that successful physical retail must surprise and delight, be truly experiential and nimble. We no longer have the luxury of a passive consumer - she is smarter, faster, more sophisticated and armed with the ability to purchase anything at her fingertips.

Every sq. centimeter of the environment should work in unison, like an orchestra, with all other services to create a unique, emotionally-compelling Branded experience.

But even more importantly, with all the constraints in the world is the essential need to do more with fewer resources. Locations must cost less, be more productive, more efficient, changeable, and include an amazing marriage with ecomm, yet maintain the brand equity, impact, and quality.

One example of doing more with less is the development of tiered location formats of varying sizes and costs - tapping the potential of every location while driving very high productivity:

Another is through using design evolution to elevate sophistication and increase productivity and sales while heightening the emotional impact and dominance of the Brand:

Or tapping lucrative channels such as Travel Retail and categories like Prestige Beauty, Lounge, and Body Care with specialized versions of the Brand story:

I can help create and execute at scale these various ideas, making for nimble, emotional spaces that are truly productive, provide amazing top-line sales and reinforce the dominant Brand story. When it is done well, it appeals to a very diverse and broad marketplace.

I’d love the opportunity to share more with you.

Links

TEAMING

GLOBAL RETAIL PORTFOLIO

ARCHITECTURE PORTFOLIO

BRAND STRATEGY | WORKPLACE

FLAGSHIP DETAILS

RESUME

BIO

CONTACT

Team Culture

Highlights

Do Well to Do Good

It’s also incredibly important to give back. Article on a recent pro-bono project for the creation of a Victory Garden in Columbus, GA to benefit under-priviledged children:

Specialties

Team + Culture

Global Retail Portfolio

Architecture Portfolio

Flagship Details

Brand Strategy | Workplace

Resume

Bio

Contact

Linked In

Senior Retail Executive with extensive capabilities in innovative design, test-and-learn, end-to-end execution, and international expansion.

ED HOFMANN

Great design and authentic Brands are stories well-told. I make those stories come to life thru impactful, highly productive, and emotionally compelling environments.

My background combines an expansive breadth of global experience integrating prototype and innovation design, project management, architecture, retail development, brand position, workplace & facilities, market analysis and commercial strategies.

I have a unique capability to operate within the front, middle or back end of the development process. From design conceptualization to well-managed execution and completion.

My experience has shown me that successful physical retail must surprise and delight, be truly experiential and nimble. We no longer have the luxury of a passive consumer - she is smarter, faster, more sophisticated and armed with the ability to purchase anything at her fingertips.

Every sq. centimeter of the environment should work in unison, like an orchestra, with all other services to create a unique, emotionally-compelling Branded experience.

But even more importantly, with all the constraints in the world is the essential need to do more with fewer resources. Locations must cost less, be more productive, more efficient, changeable, and include an amazing marriage with ecomm, yet maintain the brand equity, impact, and quality.

One example of doing more with less is the development of tiered location formats of varying sizes and costs - tapping the potential of every location while driving very high productivity:

Another is through using design evolution to elevate sophistication and increase productivity and sales while heightening the emotional impact and dominance of the Brand:

Or tapping lucrative channels such as Travel Retail and categories like Prestige Beauty, Lounge, and Body Care with specialized versions of the Brand story:

I can help create and execute at scale these various ideas, making for nimble, emotional spaces that are truly productive, provide amazing top-line sales and reinforce the dominant Brand story. When it is done well, it appeals to a very diverse and broad marketplace.

I’d love the opportunity to share more with you.

Links

CONTACT﻿

Team Culture

Highlights

Do Well to Do Good

It’s also incredibly important to give back. Article on a recent pro-bono project for the creation of a Victory Garden in Columbus, GA to benefit under-priviledged children:

Specialties

Contact﻿

CONTACT

Contact