Vera Bradley, Inc. (Nasdaq: VRA) (the “Company”) today announced that Lockie Andrews has been named to the newly created post of Chief Growth Officer for its Pura Vida Brand.
In this role, Andrews will be responsible for all digital, performance marketing, sales, and merchandising initiatives across Pura Vida’s channels of distribution. Andrews will join cofounders Griffin Thall and Paul Goodman in leading Pura Vida to the next level of growth by creating and executing innovative, performance-based marketing; exploring, developing, and launching new sales channels; and driving category growth and expansion.
Rob Wallstrom, Chief Executive Officer of the Company, noted, “Lockie Andrews will be a great addition to the Pura Vida team and to our entire organization. Her perspective, expertise, and innovative thinking will be instrumental in developing Pura Vida’s full potential as a unique lifestyle brand.”
Andrews is an accomplished leader with a deep background in retail, marketing, digital strategy, technology, and data analytics. She most recently held the post of Head of eCommerce and Digital Operations at vertically-integrated party supplier Party City, leading the enterprise’s eCommerce re-platforming and increasing site conversion by sixty percent. Previously, she served as Chief Information Officer and Chief Digital Officer of UNTUCKit, where she led the digital transformation and data analytics of the high-growth, omni-channel retail brand. Since 2007, Andrews has also been Managing Director and Chief Executive Officer of Catalyst Consulting, a boutique advisory firm specializing in innovation and leveraging data and technology to increase revenue and drive operational efficiency, serving a myriad of well-known brands and companies. Prior, she was Chief Operating Officer for Tadashi and Vice President of Business Development and Planning for babystyle, both multi-channel lifestyle retail brands. Andrews is a graduate of Georgetown University and holds a Master of Business Administration degree from Harvard Business School.
About Vera Bradley, Inc.
Vera Bradley, Inc. operates two unique lifestyle brands – Vera Bradley and Pura Vida. Vera Bradley and Pura Vida are complementary businesses, both with devoted, emotionally-connected, and multi-generational female customer bases; alignment as casual, comfortable, affordable, and fun brands; positioning as “gifting” and socially-connected brands; strong, entrepreneurial cultures; a keen focus on community, charity, and social consciousness; multi-channel distribution strategies; and talented leadership teams aligned and committed to the long-term success of their brands.
Vera Bradley, based in Fort Wayne, Indiana, is a leading designer of women’s handbags, luggage and other travel items, fashion and home accessories, and unique gifts. Founded in 1982 by friends Barbara Bradley Baekgaard and Patricia R. Miller, the brand is known for its innovative designs, iconic patterns, and brilliant colors that inspire and connect women unlike any other brand in the global marketplace.
In July 2019, Vera Bradley, Inc. acquired a 75% interest in Creative Genius, Inc., which also operates under the name Pura Vida Bracelets (“Pura Vida”). Pura Vida, based in La Jolla, California, is a digitally native, highly-engaging lifestyle brand founded in 2010 by friends Paul Goodman and Griffin Thall. Pura Vida has a differentiated and expanding offering of bracelets, jewelry, and other lifestyle accessories.
