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G-III Apparel Group has appointed Emily George president of direct-to-consumer, North America, effective Monday. She will lead the company’s regional retail and digital strategy, with a focus on Marc Jacobs, and will report to G-III CEO Morris Goldfarb and Marc Jacobs CEO Eric Marechalle.
G-III Apparel Group has named Emily George president of direct-to-consumer, North America, placing the former Balmain executive in charge of its regional retail and digital strategy, with a particular focus on Marc Jacobs. George’s appointment comes after G-III took on the brand’s operating business through its joint venture with WHP Global.
In the newly announced role, George will lead direct-to-consumer retail and digital strategy and growth across North America. G-III said her work will focus on Marc Jacobs. She will report to Morris Goldfarb, G-III’s chairman and chief executive officer, and Eric Marechalle, Marc Jacobs’ CEO.
George most recently served as president of the Americas and global wholesale at Balmain, where she led the brand’s business in the region, worked on expanding its retail presence and developed client-focused experiences. She joined Balmain in January 2022. Her earlier career includes nearly two decades at Marc Jacobs, where she held leadership positions in sales, retail and commercial operations and rose to senior vice president, commercial, Americas and global sales operations.
G-III described the hire as part of its work to build its owned brands and direct-to-consumer capabilities. The appointment also brings a senior leader with previous experience at Marc Jacobs back to the business as G-III takes responsibility for its wholesale, retail and e-commerce operations.
George Returns to Lead Marc Jacobs DTC
The appointment puts an executive who already knows Marc Jacobs into a role tied directly to how the brand reaches customers through stores and digital channels. George’s remit spans North American direct-to-consumer retail and digital activity, while her prior experience at Balmain includes regional business leadership and retail expansion.
That focus matters as G-III assumes responsibility for operating the brand alongside WHP Global, which leads the joint venture that owns it. The companies have divided responsibilities: WHP leads the brand-owning joint venture, while G-III runs wholesale, retail and e-commerce. George’s remit sits within G-III’s operating side. The appointment signals a leadership investment in that work, but the announcement does not set out specific sales targets or operating changes for her to deliver.
G-III has said Marc Jacobs could become a larger contributor over time, while also warning that the business is expected to be dilutive for the next 12 months. Those statements make the brand’s growth plans relevant to investors and retail observers, but they are company expectations rather than results already achieved.
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G-III Takes on Marc Jacobs Operations
The leadership change follows a major ownership and operating shift. LVMH completed the approximately $925 million sale of Marc Jacobs to WHP Global and G-III last month, according to the source report. WHP and G-III each own 50 percent of the brand. G-III acquired the operating business, which is centered in the United States and Europe and includes more than 100 stores.
G-III said in its second-quarter results last month that its sales for the year were expected to total $2.7 billion. That forecast included an anticipated $460 million reduction in sales as Calvin Klein and Tommy Hilfiger businesses transition back to their owner, PVH Corp. The company said the forecast did not yet reflect Marc Jacobs, which it expected to be dilutive over the following 12 months.
G-III estimated Marc Jacobs would generate about $360 million in global sales this calendar year, excluding licensing revenue, and said it sees potential to reach $1 billion over the long term. Those figures are forecasts and ambitions, not confirmed outcomes. Marc Jacobs also recently appointed John Wattiker as chief marketing officer, adding a marketing leadership change alongside George’s commercial and direct-to-consumer remit.
“Emily is an exceptional leader with a proven ability to grow businesses and connect brands with consumers.”
— Morris Goldfarb, G-III chairman and chief executive officer
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Targets and Operating Plans Remain Open
The announcement does not specify when George’s strategy will produce measurable results, what changes she may make to stores or e-commerce, or whether G-III has set separate North American sales targets for Marc Jacobs. It also does not provide details about changes to the brand’s customer experience, staffing or retail footprint under her leadership.
G-III’s stated $1 billion long-term sales potential is an expectation, not a guaranteed forecast with a stated timetable. The company has said Marc Jacobs is expected to be dilutive for the next 12 months, but the source material does not quantify the expected impact or explain when the business could become accretive. The precise start date is described as Monday, without a calendar date in the report.
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George Begins North American DTC Role
George is set to take up the position effective Monday and work with Goldfarb and Marechalle on G-III’s North American direct-to-consumer business, particularly Marc Jacobs. The source report does not identify a separate launch date for a strategy or announce specific near-term initiatives.
Further updates may come through G-III’s company announcements and financial reporting, where the company can provide more detail on Marc Jacobs’ performance and the effect of its operating role. Until then, the stated sales figures and growth potential should be read as company estimates, not realized results.
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Key Questions
What role has Emily George been appointed to?
George was named president of direct-to-consumer, North America at G-III Apparel Group, effective Monday. She will lead the company’s regional direct-to-consumer retail and digital strategy.
Will George’s role focus on Marc Jacobs?
Yes. G-III said her North American remit will include a focus on Marc Jacobs. The announcement does not say that Marc Jacobs is her only responsibility.
What experience does George bring to the position?
George most recently led the Americas and global wholesale at Balmain. Earlier, she spent nearly two decades at Marc Jacobs in sales, retail and commercial roles, ultimately becoming senior vice president, commercial, Americas and global sales operations.
How is Marc Jacobs owned and operated?
WHP Global and G-III each own 50 percent of the brand through their joint venture. WHP leads that venture, while G-III runs Marc Jacobs’ wholesale, retail and e-commerce operations.
Has G-III set a timetable for its Marc Jacobs growth ambitions?
The source report gives no specific timetable for the company’s long-term potential of $1 billion in global sales. G-III estimated about $360 million in global sales for the current calendar year, excluding licensing revenue, and said the business is expected to be dilutive for the next 12 months.
Source: rss
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