Bergdorf Goodman added to management

High-end retailer Bergdorf Goodman (BG) on Friday announced the promotions of two of its female executives, as the US company owns the online and in-store experience through its customer and brand strategies.

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

Han joined 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 website experience and the first app in partnership with his technology organization, Han transitioned internally as vice president of Bergdorf Goodman online in February 2020.

Prior to joining BG, she was the CEO and Founder of Keaton Row, a company focused on providing online personal styling services. Before that, she consulted with Neiman Marcus in developing the initial strategic framework for Neiman Marcus’ ‘Digital Luxury Experience’ program.

Likewise, Xides joined Bergdorf Goodman in July 2019 as vice president of customer experience, with end-to-end responsibility for BG stores. She also plays a key leadership role in BG’s governance, social and environmental strategy.

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

“I’m incredibly proud of the work Cheryl and Melissa have done to build and develop talented teams, and effectively set up and deliver channel and client strategies that are creating exciting momentum at work. With their direction, I am confident we will build Penick said after our success as we continue to innovate in terms of luxury customer experiences both online and in-store .

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