Lululemon has appointed Maggie Gauger, the former chief executive officer of Athleta, as its new President and Chief Product Officer as the sportswear company moves to strengthen its product strategy under new CEO Heidi O’Neill.
Gauger will join Lululemon on October 26, taking charge of a newly created role that brings together product design, merchandising, footwear, innovation and materials science.
Her appointment comes as Lululemon works to strengthen its position in an increasingly competitive sportswear market and respond to changing consumer preferences.
Gauger most recently served as President and CEO of Athleta, Gap’s women’s performance apparel brand. She also brings more than two decades of experience across athletic apparel, footwear, product development, merchandising and brand leadership.
Before joining Athleta, Gauger spent a significant part of her career at Nike, where she held senior leadership positions.
Her move to Lululemon represents a major executive hire for the company as O’Neill reshapes its leadership team less than two months after taking over as CEO.
Lululemon said the new product structure is intended to place product, design and innovation at the centre of its operations and create a stronger pipeline of products for customers.
The company has faced pressure to improve its product offering as competition increases from newer sportswear brands and consumers become more selective.
Lululemon has also dealt with product-related missteps, making the appointment of an experienced product executive particularly significant as the company seeks to rebuild momentum. (Investing.com)
O’Neill said Gauger’s appointment would help strengthen the company’s ability to translate its brand strategy into products that resonate with customers.
The leadership overhaul also includes the appointment of Joseph Godsey as Chief Operating Officer. Godsey joins Lululemon from Walmart Canada, where he served as Chief Growth Officer.
The company is also searching for new executives to lead its brand, communications and technology functions.
Meanwhile, Lululemon announced that Chief Brand and Product Activation Officer Nikki Neuburger and Chief Supply Chain Officer Ted Dagnese will leave the company on November 6.
The changes highlight O’Neill’s effort to build a more integrated leadership structure focused on product development, brand strength and operational efficiency.
For Gauger, the move places her at the centre of Lululemon’s efforts to refresh its product pipeline and strengthen its appeal in the highly competitive global athletic apparel market.
The company will be watching closely to see whether the new leadership structure can translate into stronger products, improved customer engagement and renewed growth.
