Midwest Boutiques: open, invest, divest, harvest

What it is

More than 25 boutique and urban accounts across the upper Midwest, from St. Alfred and Leaders to Burn Rubber and Succezz.

What Khounlavong did

• Sorted every door into invest, divest or harvest, and set a distribution level for each.
• Opened Phenom in Minneapolis and Pogo outside Detroit, and started Haberdash in Chicago to reach a 25 to 34 consumer.
• Lowered distribution at doors that were not moving the market, and withheld Air Force 1 from a door with poor presentation.
• Stabilized the boutiques by adding inline performance product beside Nike Sportswear.
• Wrote strategic plans for four accounts and held quarterly trunk shows.

Results

• Fall and holiday 2010 bookings in those doors: basketball up 77.9%, running up 418.9%, training up 127.4%, with the urban and indie business held.

At a glance