ED HOFMANN GLOBAL RETAIL PORTFOLIO
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ED HOFMANN GLOBAL RETAIL PORTFOLIO
• 25 yrs experience in innovative design & development
• 18 yrs with L Brands; from $6B $28B market cap peak
• Co-founded and co-managed ~20 person internal prototype design
team at L Brands, mandate to eliminate expensive external resources
• First of 5 initial associates driving int’l growth to a peak of managing
development team of 30
• Member L Brands International Executive Commitee, 15 cross-
functional leaders managing $2.1B in sales over 78 countries
• Designed and implemented 3 initial Victoria’s Secret flagships with
1st Int’l Partner, Alshaya, in Dubai + Kuwait; performing ~$100M
sales/yr at peak
KEY HIGHLIGHTS
ED HOFMANN
• Developed growth vehicle prototype, ‘Victoria’s Secret Beauty
+ Accessories’ and scaled globally, worth $350M sales, and
the #1 mono-brand in world within the Travel Retail channel
• Led internal Development team and drove first market entry
stores in 39 countries, including initial 10 store test in China
• Designed/managed teams completing ~500 locations
globally in 70 countries worth $500M sales
• Led Workplace Strategy + Design team; managing 2.1M sf of
office space and 5M sf of distribution space in 5 countries
• Expert in lease and contract negotiation including several
complex and difficult high profile locations
KEY HIGHLIGHTS
ED HOFMANN
GOOD DESIGN
+ GREAT BRANDS ARE
STORIES WELL TOLD
I have a 25 year career interpreting those stories into
highly effective, productive and emotionally compelling
environments. A hybrid capability in both innovative
design and development - effective in conceptualization
thru to end-to-end execution at scale - with expertise in
domestic and international markets.
ED HOFMANN
This is how
many things are
sold, and sold
well, but not my
focus
COST DRIVEN
ED HOFMANN
Instead, my focus
is on the full
integration of
Brand Story
BRAND DRIVEN
ED HOFMANN
First EMEA
flagship for
Victoria’s
Secret
THE AVENUES, KUWAIT
ED HOFMANN
Mall of Emirates, Dubai
Brand
creative
embodies
every sq.
centimeter
THE AVENUES, KUWAIT
ED HOFMANN
A complete story thru to
THE AVENUES, KUWAIT
ED HOFMANN the fitting rooms
VIA DEI CALZAIUOLI, FLORENCE MALL OF EMIRATES, DUBAI
Via Dei Calzaiuoli | Open Date: 11/26/16
THIRD ST. PROMENADE, L.A.
3RD STREET PROMENADE, LA N. MICHIGAN AVE, CHICAGO LIPPO PLAZA FLAGSHIP, SHANGHAI
MALL OF STOCKHOLM, SWEDEN
ED HOFMANN
BRAND DRIVEN STOREFRONTS; UNIQUE TO LOCATIONMUST DO MORE
WITH LESS
Even more important today is consideration for cross-channel
capability; translating the Brand story from Flagship, to typical
local market location to highly productive travel retail location
to open-sell kiosk or pop up, while integrating digital
omnichannel capability - doing much more with fewer
resources yet maintaining the brand equity and quality.
ED HOFMANNFor instance, format and iteration
development - tapping the
potential of every environment and
location while preserving the Story
and driving very high productivity
FLAGSHIP STORE (Shanghai)
Size: ~18k sf - 50k sf
GLOBAL HI-PROFILE STORE (Dubai)
Size: ~12k sf - 25k sf
VSFA (TYP) STORE (Guangzhou)
Size: ~5k sf - 12k sf
VSBA LOCAL MARKET STORE (Malaysia)
Size: ~500 sf - 1,200 sf
Edited Category Selection
VSBA TRAVEL RETAIL STORE (Beijing)
Size: ~300 sf - 1,200 sf (VICTORIA’S SECRET EXAMPLE)
COUNTER STORE (Sao Paolo)
Size: ~200 sf - 500 sf
POP UP/KIOSK (Korea) FORMAT + CHANNEL STRATEGY
Size: ~100 sf - 200 sf
ED HOFMANNVia Dei Calzaiuoli | Open Date: 11/26/16
Do more with less: prototype and creation of the Victoria’s Brand Via Dei Calzaiuoli
VIA DEI CALZAIUOLI,
to a partner-based, fast-growth model with smaller footprint, less
FLORENCE
ED HOFMANN capex, and curated assortment without sacrificing impactAmagertorv | Open Date: 09/12/16
Via Toledo
ED HOFMANN AMAGERTORV, COPENHAGEN
AmagertorvBEFORE AFTER
Or driving evolution + uncovering the full potential of Brand
RESORTS WORLD SENTOSA,
and story thru iteration is critical. This is same location, 5
SINGAPORE
years apart with much higher sales volume post-renovation
ED HOFMANNA concept for PINK with smaller footprint, less cost, therefore more
scaleable, yet not trading down on the experience - becoming ABU DHABI, UAE
extremely powerful incarnations of the Brand
ED HOFMANNMaximizing a Brand’s potential thru lucrative ED HOFMANN channels such as Travel Retail/Duty Free Beauty EXAMPLE TRAVEL LOCATIONS
Within a channel,
creating several size +
category models to
tap as much potential
at possible…
BATH + BODY WORKS
EXAMPLE TIERS
ED HOFMANNOTHER SAMPLE
PROJECTS
ED HOFMANNDUBAI MALL, UAE
ED HOFMANN ($3,100 usd/sq. ft.)
The Dubai Mall, DubaiDUBAI MALL, UAE ED HOFMANN
IFC CENTER, HONG KONG ($3,600 usd/sq. ft. Sales)
ED HOFMANN
Victoria's Secret Beauty & Accessories IFC, Hong Kong, VSBA FlagshipIFC CENTER, HONG KONG ED HOFMANN
Concept to Completion
IFC CENTER, HONG KONG
ED HOFMANNIFC CENTER, HONG KONG ED HOFMANN
ORLY SUD INT’L AIRPORT, ED HOFMANN PARIS ($2,100 usd/sq. ft. Sales)
VIENNA INT’L AIRPORT,
VIENNA ($1,100 usd/sq. ft. Sales)
ED HOFMANNED HOFMANN
CENTRAL STATION, MILAN ($5,000 usd/sq. ft. Sales)ED HOFMANN
VICTORIA’S SECRET HERALD SQ. PERFUMERY, NY ($6,000 usd/sq. ft. Sales)ATATURK INT’L AIRPORT, ED HOFMANN ISTANBUL ($4,000 usd/sq. ft. Sales)
ATATURK INT’L AIRPORT,
ED HOFMANN ISTANBUL
ATATURK AIRPORT, ISTANBULHANGZHOU + HONGQIAO
INT’L AIRPORTS, SHANGHAI
($2,600 usd/sq. ft. Sales)
ED HOFMANNChina Company-Owned China
Travel Retail Examples
ED HOFMANN Beijing, Chengdu, Tianjin, Kunming, QingdaoTRAVEL RETAIL SHOP-IN-SHOP EXAMPLES
ED HOFMANN
Travel Retail Shop-in-Shop Examples
($1,500 - $10,000 usd/sq. ft. Sales)
South Korea, DubaiEXAMPLE TAX FREE WORLD ASSOC. INSTALL, CANNES ED HOFMANN
Keflavik, Iceland
Sao Paolo, Brazil
Rio, Brazil
Kowloon, HK
Changi, Singapore EXAMPLE BATH + BODY WORKS STORES
ED HOFMANN ($500 - $2,000 usd/sq. ft. Sales)58TH & LEXINGTON FLAGSHIP, NYC
1ST FLAGSHIP DESIGN 25,000 SF 2008
HISTORICAL PHOTOS VS STORE DESIGN | PROTOTYPE DESIGN GROUP; SDC | VICTORIA’S SECRET | 11
VICTORIA’S SECRET, LEXINGTON AVENUE, NY, NY
ED HOFMANNSTORE DEVELOPMENT PROCESS FLOW
ED HOFMANN
Victoria's Secret Beauty & Accessories Store Development ProcessEXAMPLE COST + SCHEDULE CONTROLS
ED HOFMANN Cost + Schedule
Victoria's Secret Beauty & Accessories
Controls, PlanningYou can also read
