Dweet
Dweet

Tanya Axtell

Head of Merchandising- Ted Baker Outlets
Portfolio file
About

A conscientious, pro-active and strategic Head of Merchandising with a variety of experience covering the entire product life-cycle, including financial planning, selection buying, in-season trading and end of season management. With a passion for team development, encouraging open communication and opportunity to explore innovative ideas amongst the team, means continuous improvement to self, team and business.

Previous Brands
Arcadia Group Ltd
Cloggs.co.uk
HUGO BOSS
Perry Ellis International - @PEICorp
PVH Corp.
Ted Baker
Work Experience
Head of Merchandising - Global Outlets
Oct ‘22 -
Ted Baker

Responsible for worldwide outlet business including UK, EU, US, Canada stores, e-concession and e-commerce -Combined turnover of £85m annually across 34 points of sale. -Responsible for full departmental implementation including WSSI, OTB, Line-flows, weekly/monthly reporting suite -Introduced new reporting to manage overall business inventory and change stock flow process between full price, off-price, wholesale and liquidation channels -Reviewed and implemented more profitable and focussed SMU collection for global off-price business including new critical path -Implemented new training and up-skill sessions for merchandising teams across FP, Outlets and wholesale -Redesigned grading and capacity planning to better plan stock flow

Senior Merchandiser
Aug ‘19 - Sep ‘22
PVH Corp.

- Various roles across the business including full price retail, concessions, e-commerce concessions and outlets, with responsibility for defining planning inputs, trading strategy and overall margin protection - Responsible for the implementation of new reporting tools for trading, planning and buying and key link with project and store teams. - Coach, motivate and develop merch team on a daily basis as well as support the design of the team during team expansion and restructure Key Achievements - Creation of internal WSSI and flow-line forecasting tools to better plan seasonal stock requirement, improving end stock visibility and highlighting key product launch requirements. - Increased outlet in-season sell-thru by 5 points to 81% whilst increasing overall season margin by 6points, also hitting our terminal end stock targets via better allocation and markdown process - Worked alongside European projects team to support new space planning tool implementation and markdown tool launch with SAP integration. - Set-up new grading process across full-price and concessions business to optimise initial seasonal allocation plans and better tackle replenishment challenges following Brexit transition, increasing launch plans to circa 75% and ensuring NOS always above 95% in-stock rates.

Merchandiser & Buyer (L2/Senior)
Sep ‘16 - Aug ‘19
PVH Corp.

-Management of both Tommy Hilfiger & Calvin Klein for all divisions including Men's & Women's Apparel, Underwear, Accessories, Footwear & License -Responsible for defining the buy strategy and planning of 2 brands across 27 doors -Managing outlet B&M cycle end to end including hitting margin, end stock and availability targets whist working with full price, concessions and Ecom to plan inventory intake process -Responsible for the implementation of new reporting suite for trading, planning and buying including OTB/WSSI management -Main link with project and operations to implement new software and processes -Managing outlet team including restructuring, recruitment and training

Merchandiser / Planner
Jul ‘15 - Sep ‘16
Perry Ellis International - @PEICorp

-Experienced merchandiser for Farah Menswear and Original Penguin Outlets, FP Retail & Ecommerce -Original penguin- planning in excess of £3.3m per season across 5 stores & Ecom -Farah-planning in excess of £1.2m per season across ecom & 1 retail store -Co-ordinating over 150k units per season -WSSI/OTB management -Selection buying/ range planning from in-house design and external licensee partners - Profit management through in season promotions & identifying risk - Leading and developing team - Presenting in Monday trade and retail conferences - Implement new tools and processes for improved efficiency and accuracy

Assistant Merchandiser- Outlets
Jul ‘14 - Jul ‘15
HUGO BOSS

-Planning and trading £18m department with 10 stores across 5 countries with 110 NOS (production buy) options and excess of 1000+ options of fashion -Implementation, forecast, trade and manage department WSSI for NOS by option and manage fashion by Product Category -Range selection and planning of quarterly buy at option/store level and signing off with Senior Merchandiser -Creating top line planning tools and re-design of Monday reporting package -Produce and manage markdown strategy through in season trading and sale planning -In season stock trading and top-up buying -Managing own country currently delivering +7% growth vs LY -Coaching and development of two direct reports -Leading trade meetings, presentations to store/Area managers and store visits

Assistant Merchandiser
Dec ‘13 - Jul ‘14
Arcadia Group Ltd

- Working with the Petites department, this in total manages over £8m of stock per season, accounting for around 150 options - Producing and maintaining the department WSSI, managing line flows of key formal areas and coats - Making key trading decisions including sales and event proposals - Taking part in range planning meetings and product reviews - Preparing and planning for trade, sign - offs and strategy meetings

Merchandising Associate-Experienced
Sep ‘13 - Dec ‘13
Arcadia Group Ltd

Merchandise Associate
May ‘12 - Sep ‘13
Arcadia Group Ltd

Customer Service
Sep ‘11 - May ‘12
Cloggs.co.uk

Since working with Cloggs I have had a variety of roles and continue to work part time whilst in my final year of study.

E-Commerce Trainee
Jun ‘10 - Sep ‘11
Cloggs.co.uk

Working mainly with Buying & Merchandising for a placement year, also worked with customer services.

Education & Training
Birmingham City University
‘08 - ‘12
Bachelor of Arts (BA)
Rugby CV23, UK