Bergdorf Goodman adds to management

Luxury retailer Bergdorf Goodman (BG) announced on Friday the promotion of two of its female executives, as the U.S. company homes in online and in-store experience through its customer and brand strategies.

The New York-based department store said Cheryl Han has been named senior vice president of BergdorfGoodman.com and customer strategy. Additionally, Melissa Xides has ascended to the role of senior vice president of Bergdorf Goodman stores and brand operations.

Han joined the Bergdorf Goodman in September 2018 as a contractor and partnered with Darcy Penick, president of Bergdorf Goodman, to lead and establish the strategic growth plan for BergdorfGoodman.com.

After leading the overhaul of the BG site experience and its first app in partnership with its tech organization, Han transitioned in-house as vice president of Bergdorf Goodman online in February 2020.

Prior to joining BG, she was the CEO and founder of Keaton Row, which focused on delivering online personal styling services. Prior to this, she consulted with Neiman Marcus in crafting an early strategy framework for Neiman Marcus' 'Digital Luxury Experience' program.

Likewise, Xides joined Bergdorf Goodman in July 2019 as vice president of customer experience, leading the BG stores' end-to-end responsibilities. She has also played a critical leadership role in BG's environmental, social, governance strategy.

Prior to BG, she held a variety of executive leadership roles across stores, direct-to-consumer buying and retail for leading consumer brands, including SoulCycle, Tory Burch, Jack Spade, Kate Spade, and Gap.

"I am incredibly proud of the work Cheryl and Melissa have done to build and develop talented teams, establish, and effectively deliver channel and customer strategies that are creating exciting momentum in the business. With their direction, I am confident that we will build upon our success as we continue to innovate on the luxury customer experience both online and in-store," said Penick.

Founded in 1901 in New York, Bergdorf Goodman is today part of the Neiman Marcus Group.

Bergdorf Goodman adds to management

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