Former Tilly’s Chief Merchandising Officer Heads to Anthropologie
Former Tilly’s Chief Merchandising Officer Tricia Smith is the new Global CEO of Anthropologie, parent company Urban Outfitters Inc. announced this morning.
The previous Anthropologie leader, Hillary Super, left the company Friday.
Tricia joined Tilly’s in Sept. 2019 and was highly regarded by the leadership team there.
She shifted Tilly’s to a digital-first approach when it came to merchandising. That created more focus on e-commerce, and Tilly’s online assortments expanded. Under her leadership, Tilly’s added new categories that they would probably not have done in the past because they were too conservative, Tilly’s CEO Ed Thomas previously said.
She also brought new brands to Tilly’s, including BDG from Urban Outfitters, Nike Women’s, RVCA Sport, Fjallraven and several skate brands.
While Tricia was at Tilly’s for a relatively short period of time, she spent 26 years at Nordstrom, including as Executive Vice President, General Merchandise Manager of Women’s, Young Contemporary, Designer, and Specialized Apparel.
The leadership change at Anthropologie is just one of several executive changes at Urban Outfitters Inc. lately.
On Jan. 12, the company announced that Trish Donnelly, CEO of the Urban Outfitters Group, was leaving to pursue a new opportunity. She is the new CEO of PVH Americas and will oversee the Calvin Klein and Tommy Hilfiger brands.
At the time the company announced Donnelly’s departure, Urban Outfitters said Chief Merchandising Officer Gabrielle Conforti was being promoted to President of Urban Outfitters North America.
Then on Feb. 25, activewear brand Outdoor Voices announced Conforti as their new CEO.
To replace Donnelly, the company turned to Free People leader Sheila Harrington, who is now also in charge of Urban Outfitters.