Deckers Brands had appointed Andrea O’Donnell as the president of fashion lifestyle.
The move signals some coming changes for the company as it seeks to expand its newest brand Koolaburra and continue to develop opportunities with other company owned labels like Ugg Australia and Teva.
“Her background in strategic planning, product and merchandising coupled with her vast international experience make her the ideal fit to head our newly created Fashion Lifestyle group,” said Dave Powers, president at Deckers. “Under Andrea’s leadership, we will be able to build upon the UGG brand’s strong foundation to accelerate penetration of highly attractive footwear and non-footwear categories, launch Koolaburra, and drive global growth.”
Prior to joining Deckers, O’Donnell was the president and merchandising manager of DFS Group Ltd., a luxury travel retail firm based in Hong Kong. Before that, O’Donnell was executive director of luxury retailer Lane Crawford, where she managed projects in marketing, merchandising and store planning roles.
O’Donnell enters the role after Connie Rishwain, the president of Ugg and fashion and lifestyle brands, announced her departure last April.