Destination XL loses its marketing director and replaces its names

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Diving Brief:

  • Destination XL marketing director Ujjwal Dhoot is expected to leave the company on October 11, the retailer announced in a press release.
  • Dhoot joined as digital director in 2019 before taking on the role of marketing director. In this role, Dhoot helped the major menswear retailer through a dramatic turnaround during the pandemic.
  • Dhoot’s replacement is James Reath, who most recently served as a senior marketing executive at Bed Bath & Beyond, and before that at Macy’s.

Overview of the dive:

Destination XL’s rebound over the past two years has been built, in part, around its marketing operations, with the retailer aiming to become more personalized, profitable and customer-centric. The key to all of this is the company’s data and marketing platforms.

“The reality is that the customer is changing, trends are changing, and their behaviors are changing so frequently that you have to keep up. So you have to invest in continuing to understand the customer,” Dhoot told Retail Dive in a 2021 interview. on all channels.”

The retailer at the time was working to sync real-time inventory management with its direct customer communications, such as pinging customers with emails letting them know a certain product was available.

Marketing is important to the retailer, which has let customers know that where generalist clothing sellers can offer big and tall selections, Destination XL is among the few that specializes specifically in their sizes.

“The reality is that there are a lot of people in this space, and it’s kind of a night job for them. It’s like a part-time side job,” CEO Harvey Kanter told Retail Dive in an interview earlier this year, “All we do is what we do.”

Efforts made so far have proven successful. In 2020, the company, along with many other apparel retailers, struggled financially. The combination of temporary store closures and a longer-term decline in apparel purchases across the board has weighed on cash reserves and balance sheets. Destination XL has gone from appearing on watch lists to growing not only in sales but also in market share over the course of 2021.

Its recovery lasted even into the turbulent year of 2022. For the second quarter – in which many apparel sellers reported declining sales and profits as consumers retreated from discretionary shopping – Destination XL has recorded a comparable sales increase of 6.1% and more than doubled its net profit compared to Q2 last year.

The company did not say why Dhoot was leaving, but noted that he would help with the transition as Reath steps into the role, starting Monday.

Kanter said in a press release that Reath’s appointment “underscores our continued transformation and commitment to strengthening the organization’s ongoing focus on customer engagement through data-driven personalization, loyalty and marketing. digital”.

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