Client News

Renovata conducts successful search for Theory; Michelle Cutter joins as SVP, Digital & E-Commerce

Theory, the New York based fashion retailer with an uncompromising focus on quality and innovation, has appointed Michelle Cutter as SVP, Digital and e-commerce; after a successful executive search led by Renovata.

Founded in New York in 1996, Theory was built on innovative fabrics (which led to a hugely successful women’s fashion range), and a focus on the concept of the urban uniform, a modern edit of elevated essentials. Theory Men soon followed, “defining the new modern”. Led by the next generation of creative leaders and launched in 2017, the Theory 2.0 collection continues a commitment to essential clothes that are smart yet affordable. In 2004, Theory was acquired by Japan’s Fast Retailing (the stable which also owns Uniqlo). Fast Retailing funded the global expansion of the brand. Today, Theory has 221 stores, complemented by franchise outlets in department stores and a thriving e-commerce operation for a full omnichannel offering; and the business now turns over almost $1BN per annum.

Michelle is an accomplished leader in luxury brands, with a 25 year career blending CMO (brand, digital marketing) and CDO (e-commerce, P&L) responsibilities across the luxury sector. But these titles also disguise deep operational and project management skills – Michelle has several times delivered web and back-office omnichannel technology projects, to time and budget. Starting at Saks Fifth Avenue, her credentials include Coach, Kate Spade (Director, Licensing), Reebok (Director, Marketing & International Sales), and a series of VP, e-Commerce and Digital Marketing roles for Kooba Handbags, TUMI and Tory Burch. She is also an advisor to NewStore Inc.; the cloud platform which helps specialty retailers deliver omnichannel coverage.

Michelle will report directly to Andrew Rosen, Theory’s Founder and CEO; and is tasked with ensuring that Theory’s digital performance and customer engagement are as effective, profitable and differentiated from competitors as the company’s bricks-and-mortar offering.

About Theory

Founded by Andrew Rosen and Elie Tahari, Theory sets the gold standard for modern contemporary clothing. The business is a leader in the Fast Retailing portfolio, consistently balancing luxury with accessibility for two decades, and has grown to over 900 employees. Rosen is a dedicated supporter of the fashion supply chain, and has invested more than $10M in emerging designers, including supporting brands like Rag & Bone and Proenza Schouler. He is also credited with turning round the Helmut Lang brand. Rosen remains Theory CEO, and has overseen the company’s investment in e-commerce from 2010 – creating the omnichannel offer that modern customers demand whilst continuing the business’ commitment to functionality and design.

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