Theory is changing up their strategy and becoming even more of a force to be reckoned with some help from someone who knows the luxury business.
Theory founder and co-chief executive officer Andrew Rosen has brought in Brian Blake, a veteran of Gucci, Burberry and Prada. Blake has been named president and chief operating officer of Theory and Helmut Lang for the U.S. and Europe. In this newly created position, Blake’s responsibilities range from retail to wholesale and potential future licenses for Theory, Olivier Theyskens’ Theory and Helmut Lang. Most recently, he was chief operating officer and commercial director at Prada in Milan, where he oversaw the retail and wholesale businesses for the Prada, Miu Miu and Car Shoe brands until 2009.
“As our company continues to evolve and grow globally, it’s important for us to create a structure to be able to manage it. We are looking at this as an opportunity to dynamically evolve and grow our business on a global scale, ” Rosen told WWD on Tuesday in an exclusive interview, calling Blake’s global background and personality “a perfect complement to me."