Mike Edwards on How to Differentiate your Brand and De-silo your Organization
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Today I’m in conversation with Mike Edwards, strategic advisor for eCommerce and retail technologies, and former CEO of eBags, Borders and Lucy Activewear. In 2007, Mike sold Lucy Activewear to VF Corporation for $100mn. In 2011, after a failed turnaround he liquidated Borders. And in 2017, he sold eBags to Samsonite for $105mn. He’s also held other positions at retail behemoths like Staples and Target. The reason I’m so excited for our conversation is because Mike’s obviously had a rich and varied experience working at different organizations within retail, and has literally seen the biggest trends and transformations play out in front of him. He’s had the great fortune of selling 2 companies to established retailers at great prices, as well as the heartache of liquidating the second largest book retailer in the US. Questions Mike answered: Introduction to yourself How can a brand differentiate itself and find its USP? You’ve held so many positions at various retail companies.. What are the biggest pros and…