After learning the news that Mandy Fry is headed to Volcom, I followed up with Volcom CEO Jason Steris to find out more about the strategy behind the hire.
Mandy is a well-regarded designer in the industry and helped lead the success of Billabong Girls for many years.
Her new title at Volcom is Vice President of Women’s, and she will be in charge of the overall creative direction for product and brand image.
Why did you recruit Mandy Fry? What does she bring to the table that Volcom needs?
Jason Steris: Mandy has the experience, vision and leadership in branding, product and execution. Having one person leading the vision for Volcom women’s is going to better align our teams around the world. She is an exciting addition to our team and I know everyone is looking forward to working with her.
Are you looking for a fresh approach in junior's?
Jason: In terms of a fresh approach, absolutely. Adding new talent to your team is always refreshing and needed. The goal for Volcom is to stay true to our DNA while evolving with today’s consumer and building great product and marketing stories. We see an opportunity to build an even stronger women’s business and hiring Mandy was an important part of the strategy.
The junior's business has been tough for several years. Are you seeing any changes there?
Jason: Yes, there are some real bright spots out there right now and it feels like the women’s business in general is moving in a positive direction. It’s an important part of the business for our industry so it’s great to see things turning around.
See Page 2 for Volcom’s official press release about Mandy
Here is Volcom's press release about Mandy's new role.
MANDY FRY JOINS VOLCOM AS VICE PRESIDENT OF WOMEN’S
COSTA MESA, CALIF. – May 16, 2013 - Volcom, Inc. has announced the appointment of Mandy Fry as Vice President of Women’s.
The Vice President of Women’s role is a new position for Volcom, and is one of the investments the Company is making to strengthen the division. Mandy comes to Volcom with years of experience as a well-respected director of design and leader in the women’s market, most recently at Billabong. She has a strong background in swim and apparel design, and many years of experience in leading creative teams. Mandy will oversee the Volcom women's merchandising and design teams and will bring a cohesive point of view to the product and brand image.
“After 12 amazing years at Billabong, I am now very excited to join the Volcom team and begin a new chapter in my career,” Mandy said. "It will be an honor to work with such a talented group of people. The women's division has a massive amount of opportunity and I am looking forward to leading the team to new heights.”
“With Mandy leading the women’s division we are now fully equipped to build on an important part of our business. We see an incredible opportunity to further develop our women’s program on a global level,” said Jason Steris, CEO of Volcom. “Mandy’s creative vision and business insight is just what we need to take Volcom women’s to the next level. We are absolutely thrilled and honored to have her join the Volcom team.”