a.k.a. Brands, a global platform that is pioneering a new approach to direct-to-consumer fashion, today announced the appointment of Victoria Estella Perry to brand president of Petal + Pup, effective this month. In this role, Perry will lead the strategic growth of the Australian-based, digitally native brand, focused on young women’s fashion. Perry will be based in San Francisco and will report to Jill Ramsey, chief executive officer, a.k.a. Brands.
Perry has nearly two decades of merchandising and fashion experience at industry leading e-commerce and retail companies. Perry joins Petal + Pup from Pottery Barn, where she most recently served as vice president, strategy and business development. Perry has previously held fashion and merchandising roles at eBay, Walmart and Gap Inc.
“I am very excited to have Victoria join Petal + Pup at this exciting time,” said Jill Ramsey, chief executive officer of a.k.a. Brands. “I am confident that Victoria’s background reflects the mission and vision of Petal + Pup and her strong e-commerce experience makes her an excellent fit for the role. Her expertise will be instrumental as we accelerate Petal + Pup’s strategic growth in the United States.”
Perry succeeds Philip Scarff who will retire this year. Petal + Pup was founded by Tiffany Henry, Scarff’s daughter, in 2014, and Scarff has led the brand over the last five years. Under his leadership, Scarff has significantly grown the brand and pioneered Petal + Pup’s expansion in the U.S. The company will continue its focus on the Australian business and will remain headquartered in Australia. To ensure a smooth transition, Scarff will remain onboard and work closely with Perry.
“We are grateful for the hard work and remarkable success Philip achieved while leading Petal + Pup. He built an extremely strong brand and team over the last five years, and I want to thank him for his continued leadership throughout this transition,” said Ramsey.
“I’m honored to join the Petal + Pup team, and I believe that the brand’s trendy, high-quality products combined with its speed and agility provide a strong foundation to continue accelerating growth. I am excited to leverage a.k.a.’s highly experienced leadership team and powerful platform as we embark on the next phase,” said Victoria Perry.
