Hudson’s Bay Company appointed Ed Burstell as head of partnerships. In this newly created position, Burstell will develop and lead partnerships to drive offerings across all of HBC’s banners globally. The appointment is effective December 5, and Burstell will report to HBC’s CEO Jerry Storch as a member of his senior leadership team.
“HBC is focused on innovation, collaboration and developing unique partnerships as part of our strategy to differentiate. Ed’s roster of successful launches and collaborations, matched with his reputation as a true arbiter of fashion, makes him the obvious choice to lead this new division for Hudson’s Bay Company,” said Storch.
“I am thrilled to join Hudson’s Bay Company, especially during this time of global expansion, growth in North America, and industry-leading developments across platforms. I am looking forward to building a partnership platform that delivers exceptional innovation to customers across HBC’s banners, which will contribute to the evolution of one of the most exciting retailers in the world,” stated Burstell.
Burstell joins HBC after eight years with Liberty of London. He was instrumental in revitalizing the brand through innovative partnerships, including Liberty of London’s collaborations and pop-up shops with Hermes and Manolo Blahnik as well as collaborations with Nike and Uniqlo. These initiatives have contributed to Liberty of London’s double-digit year-over-year growth. Previously, Burstell was a senior vice president of accessories, footwear, fine jewelry, designer jewelry, cosmetics and fragrance at Bergdorf Goodman. Before that, he was general manager of Henri Bendel.
In North America, HBC’s leading banners include Hudson’s Bay, Lord & Taylor, Saks Fifth Avenue, Gilt, and Saks Off 5TH, along with Find @ Lord & Taylor and Home Outfitters. In Europe, its banners include Galeria Kaufhof, the largest department store group in Germany, Belgium’s only department store group Galeria Inno and Sportarena.
