Samsung’s retail stores are about to become more fashionable

Have you ever visited a Samsung retail store, particularly in the United States, and left feeling that the experience was quite fashionable? If not, you may feel that in the future, as the new person Samsung has hired to run its global retail operations has some serious experience.

Samsung Electronics has appointed Sophia Hwang-Judiesch as the Executive Vice President of Retail Strategy and tasked her with running its global retail footprint. She was previously the President of Tommy Hilfiger North America.

Samsung's new hires are a sign of a major shakeup

Hwang is an expert in corporate-to-consumer distribution, skills that will come in handy for Samsung as it strives to not only increase direct sales through its online channels but also through its retail locations.

She has previously served as the President of Hudson's Bay and Vice President of Strategic Initiatives at Ulta Beauty. Hwang-Judiesch's work in driving store strategy and enhancing customer experience across significant retail channels in North America is highly valued, and those insights will certainly be of value to Samsung.

It's not uncommon for top execs who've previously been in fashion to switch over and run retail for tech. Apple famously brought over former Burberry CEO Angela Ahrendts to become the senior vice president of retail stores. There, she championed initiatives that reimagined the company's retail stores as town squares with “Today at Apple” courses and events amongst various other initiatives.

Samsung is evidently shaking things up to revitalize the business. It has recently appointed leading industrial designer Mauro Porcini as the new Chief Design Officer for the DX division. These new hirings suggest a willingness to embrace change and better align the brand with rapidly evolving trends.

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