Inside General Pants Co’s Gen Z-Focussed Growth Strategy

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By Power RetailPublished On: June 7, 20210 Comments

General Pants Co. is welcoming a band of new additions to its Executive Team, following a ramping up of its Gen Z-driven research.

Next year the retailer is celebrating its 50th anniversary, and with the effort to ‘reset’ its strategy, the business is introducing a range of new research and members of the Executive Team.

In addition to the new Executive Team, General Pants is ramping up its growth strategy to better understand the Gen Z and Millennial consumer and is opening eight new stores, including three in New Zealand. “In 2019, the business completed a comprehensive reset of our forward strategy and despite the challenges of COVID, the business has executed well ahead of our plan and we are all positioned for the next phase of growth just ahead of our 50-year milestone next year,” said Sacha Laing, the CEO of General Pants Co.

General Pants Co. | via Facebook

The retailer is welcoming Kate Phelps as the Chief Merchandise Officer, Jacq Vuleta as the Chief Customer Officer and Paul Budrikis as the Chief Financial and Operating Officer. Phelps has more than 20 years of experience in retail, working with Urban Outfitters USA, where she held the role of Group General Manager Merchandise. Budrikis has held Executive roles in the retail and mining landscape, with the most recent being Louis Vuitton as Financial Director for the Oceania region. “I am delighted to have Kate and Paul join our Executive Team, both bringing a wealth of global and local experience to the business,” explained Laing.

Jacq Vuleta is talking about the role of Chief Customer Officer after holding the roles of Chief Merchandising and Marketing Officer, General Manager and Retail General Manager at General Pants Co. This new appointment “crystalises our absolute obsession with our customers putting a laser focus across the business in both strengthening the relationship we have with our existing customers and equally as importantly attracting new customers to our brand,” Laing explained.

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