Deckers Brands Appoints Fashion Lifestyle Chief

Deckers Brands Appoints Fashion Lifestyle Chief

Deckers Brands appointed Andrea O’Donnell as president of Fashion Lifestyle segment, which includes the UGG and Koolaburra brands.

The appointment is effective April 25, 2016.

Dave Powers, President of Decker Brands, stated, “We are pleased to welcome Andrea to the Deckers family. Her background in strategic planning, product, and merchandising coupled with her vast international experience make her the ideal fit to head our newly created Fashion Lifestyle group. Under Andrea’s leadership, we will be able to build upon the UGG brand’s strong foundation to accelerate penetration of highly attractive footwear and non-footwear categories, launch Koolaburra, and drive global growth.”

Andrea joins Deckers Brands from DFS Group Limited, a multi-billion dollar retailer majority owned by LVMH, where she served as president, global merchandising. Prior to this, Andrea was the executive director of Lane Crawford, where she was responsible for merchandising, merchandise planning, marketing, CRM and store planning for the Asia Pacific region across a portfolio of some 500 brands. Andrea holds an Executive MBA from the London Business School.

Deckers Brands also has a Performance Lifestyle group, which includes Teva, Sanuk and Hoka One One.