PRODUCT DEVELOPMENT
EQUIL, Lane crawford
The retailer’s overweight focus on brand and product curation presented a tremendous opportunity for building high-margin programs in key dominant categories beyond product from vendor partners. Within a year of its launch, Equil became men’s second best-selling brand by volume, and the leader in key categories in women’s wear such as outerwear/coats and knitwear. Mui refocused the design team under his charge away from niche fashion trends (already represented among collections from global brands) to offering the best quality and pricing for wardrobe essentials.
Laboratory, HUDSON’S BAY company
Mid-tier department stores Hudson’s Bay and Lord & Taylor were struggling to compete with fast-fashion vertical retailers for the attention of younger customers. Mui and his team launched a collection (in 30+ doors) based on trends seen at market, with monthly deliveries arriving 10-12 weeks from conception to on-floor. With exclusive product differentiated from other department stores, at margin-rich and sharp price points, the collection complimented the existing matrix and offered new product to engage younger customers.
