Gymboree / 2015-2019

Relaunching an Iconic American Brand.

Relaunching an Iconic American Brand.

Product Strategy / Brand Reinvention / Product Development / Visual Merchandising

The opportunity

The opportunity

Gymboree was entering a new chapter, with an opportunity to reconnect with its heritage while building a more modern expression of the brand. As part of the Director team, I helped shape the relaunch across product and merchandising strategy, partnering across Design, Marketing, E-commerce, and Visual from concept through launch.

Gymboree was entering a new chapter, with an opportunity to reconnect with its heritage while building a more modern expression of the brand. As part of the Director team, I helped shape the relaunch across product and merchandising strategy, partnering across Design, Marketing, E-commerce, and Visual from concept through launch.

Product & Merchandising Strategy

Heritage, reinterpreted.

I translated Gymboree’s heritage into a more modern product point of view, preserving the color, playfulness, and personality customers loved while evolving the assortment for a new generation. Across categories, I focused on creating product that felt unmistakably Gymboree, but relevant for how families were dressing now.

Assortment Strategy — Building the seasonal wardrobe.

01

Assortment Strategy — Building the seasonal wardrobe.

01

Built seasonal assortments across categories, balancing proven core product with newness and fashion while using sales performance, customer demand, and inventory needs to guide investment.

Color & Print — Creating the seasonal story.

02

Color & Print — Creating the seasonal story.

02

Partnered with Design to develop cohesive seasonal stories across color, print, fabrication, and detail, creating product that felt recognizably Gymboree while continuing to evolve the brand.

Outfitting —

From bow to toe.

03

Outfitting —

From bow to toe.

03

The Gymboree customer loved a complete look. I merchandised across apparel, accessories, and footwear to create coordinated outfits from bow to toe, building more reasons to shop across categories.

Product Development —

Bringing the assortment to life.

04

Product Development —

Bringing the assortment to life.

04

Worked closely with Design and Product Development from concept through final product, shaping silhouettes, fabrics, trims, details, and price points to deliver against the assortment strategy.

Brand relaunch

Bringing the new Gymboree to life.

Bringing the new Gymboree to life.

The relaunch extended beyond product. I partnered across Visual, Design, and Marketing to translate the new product direction into the Los Angeles store, shaping how the assortment was presented, styled, and experienced by customers.

Store Concept — A new retail expression.

01

Store Concept — A new retail expression.

01

The redesigned Los Angeles store brought Gymboree’s heritage into a more modern, playful physical experience.

Visual Merchandising — Bringing the assortment to life.

02

Visual Merchandising — Bringing the assortment to life.

02

I partnered with Visual to translate the product strategy onto the floor through outfitting, category presentation, and key product stories.

Customer Experience —

Every detail mattered.

03

Customer Experience —

Every detail mattered.

03

The new store created moments of interaction and discovery that extended the brand beyond product and made the experience engaging for both kids and parents.

Launch Day — Opening the doors to the new Gymboree.

04

Launch Day — Opening the doors to the new Gymboree.

04

I worked hands on through store setup and final execution, helping bring the product, visual direction, and customer experience together for launch.

Rachel zoe x gymboree

Rachel zoe x gymboree

From curation to collaboration.

From curation to collaboration.

What began as a curated Holiday edit with Rachel Zoe evolved into an original product collaboration for Spring, expanding the partnership from styling and selection into product creation.

01 / Rachel’s Picks — Holiday 2018

Rachel selected her favorite pieces from the Holiday assortment, which we brought together as a curated edit reflecting her point of view.

02 / Rachel’s Picks — campaign

The edit came to life through a dedicated campaign, bringing Rachel’s point of view to the customer and setting the stage for a deeper product collaboration.

SPRING 2019

From selecting product to creating it.

Following the Holiday collaboration, the partnership expanded from curation into original product. Working alongside Rachel and our Head of Design, I helped translate her point of view into a dedicated Spring collection, shaping everything from print, silhouette, color, and trims to the co-branded identity, labels, and packaging.