As part of an effort to reshape the customer experience for both its namesake stores and Bergdorf Goodman, Neiman Marcus Group (NMG) announced investments in personnel, merchandising, technology and supply chain, bringing in Bob Kupbens as executive vice president, chief product and technology officer as of February 1. The luxury retailer’s technology, digital products and advanced analytics will be grouped under Kupbens, with additional capital allocated to these areas.
“Neiman Marcus Group is a customer and brand relationship business, powered by a strong digital ecosystem,” said Geoffroy van Raemdonck, CEO of NMG. “We are announcing additional moves to accelerate our transformation reflecting our renewed financial flexibility and desire to invest in areas that are a source of unique competitive advantage and create shareholder value.”
Kupbens brings a strong track record of elevating customer experiences at Apple, eBay, Delta and ADT where he held multiple senior roles overseeing e-commerce, digital products and technology. He will partner with David Goubert, president and chief customer officer of Neiman Marcus; Darcy Penick, president of Bergdorf Goodman and Lana Todorovich, president and chief merchandising officer, Neiman Marcus, to develop new digital products and capabilities that enhance store, online, and omni-channel experiences at both brands. Kupbens will also accelerate the ramp-up of NMG’s advanced analytics capabilities, scale personalization of customer experience to a broader set of customers, and curate the personalized assortments.
NMG is also creating a new general manager, brand partnerships and merchandising role in the Neiman Marcus brand, led by Paolo Riva and reporting to Todorovich. Riva has extensive brand and P&L experience in luxury senior global roles, last serving as CEO at Victoria Beckham and supporting senior global roles at Valentino, Diane von Furstenberg, Ferragamo and Tory Burch.
Finally, NMG is investing $85 million gross in supply chain innovation, specifically systems and fulfillment centers. NMG is implementing a new order management system, a new warehouse system and investments in the company’s Pinnacle Park distribution facility.
