Bergdorf Goodman, which is owned by Neiman Marcus, announced the promotion of Cheryl Han to senior vice president of BergdorfGoodman.com and customer strategy. Melissa Xides has been promoted to senior vice president of Bergdorf Goodman stores and brand operations.
- Han joined the company in September 2018 as a contractor and partnered with Darcy Penick, president of Bergdorf Goodman, to lead and establish the strategic growth plan for BergdorfGoodman.com. Han transitioned in-house as vice president Bergdorf Goodman Online (BGO) in February 2020. In October 2020, Han took on increased responsibilities leading customer strategy. Before joining Bergdorf Goodman, Han was the CEO and Founder of Keaton Row, an online personal styling services. Before this, she consulted with Neiman Marcus in crafting an early framework for Neiman Marcus’ Digital Luxury Experience program.
- Xides joined the company in July 2019 as vice president of customer experience, leading Bergdorf Goodman’s end-to-end responsibilities. She has since focused on attracting and retaining talent, evolving its leadership structure and culture, investing in training and development to build customer relationships, and embedding the brand’s vision and high service standards into the luxury customer experience. Xides has also played a critical leadership role in BG’s Environmental, Social, Governance strategy. Before joining Bergdorf Goodman, she held executive leadership roles across stores, direct-to-consumer, buying, and retail for brands, including SoulCycle, Tory Burch, Jack Spade, Kate Spade, and Gap.
“I am incredibly proud of the work Cheryl and Melissa have done to build and develop talented teams, establish and effectively deliver channel and customer strategies that are creating exciting momentum in the business. With their direction, I am confident that we will build upon our success as we continue to innovate on the luxury customer experience both online and in-store,” said Penick.
Bergdorf Goodman is part of the Neiman Marcus Group.
