Luxury retailer Neiman Marcus has hired a former executive of Soho House as its chief brand officer as the company looks to shake up its executive management and usher in a new era of retail.
Nabil Aliffi served as the global chief creative officer of the exclusive members-only Soho House, a brand that has been hailed as revitalizing the world’s private club scene, according to The Dallas Morning News.
The first Soho House recently arrived in Texas, opening in 2021 on South Congress in Austin. There are currently 39 Soho House locations worldwide in many of the world’s major cities, and locations in Mexico City, Miami, and Bangkok are coming soon.
Neiman Marcus also promoted Stefanie Tsen Ward to chief retail officer. Ward had led the company’s proprietary remote-selling capabilities, building a platform that connected sales associates with customers when stores were closed, according to the Dallas Morning News.
The two new positions will report to Neiman Marcus president Ryan Ross, the former president of Williams Sonoma, who was hired in August. The company also announced that chief marketing officer Daz McColl is leaving the company in a further shakeup.
Hospitality in the luxury retail sector is rapidly developing, and the hiring of Aliffi seems to be a response to current trends. Hotels are beginning to partner with luxury retail brands and vice versa. It is an opportunity for hotels to differentiate and create unique brands through partnerships.
It also adds new revenue streams while simultaneously adding exposure for retail companies. On the retail side, it means creating a more experiential concept, which is essential for the evolution of the retail industry where experience trumps all.
RH (Restoration Hardware) opened its first RH Guesthouse in New York, and the company said it might include a boutique hotel in the future.
Highland Park Village added the invitation-only club Park House to the mall in 2018, according to The Dallas Morning News.
Aliffi also has retail experience, holding a leadership position at London’s Selfridges department store and Urban Outfitters, according to the Dallas Morning News.
“Nabil is a creative visionary who brings a unique perspective in making Neiman Marcus a luxury lifestyle destination,” Ross said. “He knows our customer and how to create a platform for loyal engagement across channels.”
Neiman Marcus says its customers have fully returned to its stores after recording $5 billion in sales in the fiscal year 2022. Almost 70% of Neiman Marcus Group stores recorded their highest revenue in over a decade, and online sales also topped $1.5 billion. Over 1,000 Neiman Marcus associates record at least $1 million in sales annually.