Dive Brief:
Saks Off 5th’s chief merchant, Mara Sirhal, has left to become chief merchandising officer for QVC U.S., according to a press release from Qurate Retail Group. She will develop and lead merchandising strategy across all categories: home, fashion, beauty, electronics and jewelry.
Sirhal has replaced Stacy Bowe, and reports to QVC U.S. President Mike Fitzharris, per the release. Bowe was named president of Qurate Retail’s HSN business unit in February.
Saks didn’t immediately respond to an inquiry about whether Sirhal will be replaced at its off-price unit or if the role will be eliminated as the company evolves into Saks Global, following the acquisition of Neiman Marcus Group.
Dive Insight:
Before the ink is dry on its $2.65 billion deal to take over Neiman Marcus and Bergdorf Goodman, Saks Global is moving swiftly to form an entity that will include those luxury banners and its own Saks Fifth Avenue and off-price Saks Off 5th units.
Last week, Saks Global confirmed an operational shakeup that will entail an undisclosed number of layoffs; Saks Fifth Avenue Chief Operating Officer RJ Cilley left a few days after the merger announcement to become chief executive officer at HVAC and plumbing startup Voomi Supply.
Sirhal is the latest to depart. At QVC, she is tasked with aligning the product assortment with the company’s “Age of Possibility” growth initiative, focused on women consumers over 50. She will oversee the buying, planning and programming organization and lead the design development and global sourcing team; the latter brings in new brands, products and concepts across categories, per Monday’s press release.
In its most recent quarter, Qurate revenue fell 11% and the company swung into the red, with cash reserves dwindling by $19 million.
Sirhal’s merchandising and brand experience, spanning more than 20 years, will be critical to the turnaround effort, according to a statement from Fitzharris. She served as chief merchant and brand officer for Saks Off 5th for about a year. She arrived at the off-pricer from Bed Bath & Beyond, where she had been executive vice president and brand president for the namesake brand and its Harmon Beauty subsidiary. Before that she spent over a decade in various merchandising roles at Macy’s, per her LinkedIn page.
“As we execute on our strategic priorities and further differentiate QVC in the marketplace with our core demographic, we look forward to Mara’s customer-centricity, brand-building acumen and transformational leadership,” Fitzharris said.
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