Vanessa Urenda
New York
Summary
Luxury merchandising executive and brand founder with 15+ years building multi-million dollar fashion businesses from concept to scale. Expert in translating creative vision into merchandising strategies that drive exceptional commercial performance while maintaining brand equity. Proven track record: achieved 115.79% CAGR, scaled division from $0 to $10M+, expanded profit margins from 29% to 57%+. Deep expertise in strategic assortment planning, product development, and leading high-performing merchandising teams. Strong understanding of U.S. luxury clients, competitive landscape, and cultural trends. Passionate about fashion craftsmanship, innovation, and delivering client-centric experiences.
Overview
18
18
years of professional experience
Work History
Founder
VANESSA URENDA STUDIO
New York
12.2022 - Current
- Provide executive counsel to founders and C-suite leaders on translating creative vision into measurable business results.
- Strategic merchandising and retail consulting practice advising fashion brands on product strategy, assortment planning, and commercial execution.
Co-Founder & Chief Growth Officer
ADA COLLECTION
New York
08.2009 - Current
- Led all commercial functions including merchandising strategy, product development, pricing, supply chain, and retail partnerships.
- Defined and executed U.S. merchandising strategy building seasonal assortments that balanced creative vision with market-specific needs across 900+ boutique doors; achieved 85-100% sell-through rates consistently.
- Scaled division from $0 to $10M+ with sustained growth: 446% (Y1), 84% (Y2), 72% (Y3), 59% (Y4), 39% (Y5); achieved 115.79% CAGR over first three years through strategic assortment optimization.
- Expanded profit margin from 29% to 57%+ through strategic pricing, assortment optimization, and cost management; increased net income 2,652%.
- Set pricing strategy across all categories balancing brand equity, market competitiveness, and profitability while maintaining luxury positioning.
- Led product development and creative direction for leather goods and accessories featured in Vogue, Elle, Marie Claire, Glamour; built private label leather goods for premium brands (Trina Turk, Guess by Marciano, Zac Posen, Swarovski).
- Monitored performance metrics and adjusted buy strategies maximizing sales and inventory efficiency; reduced operating costs 30%.
- Partnered with global design and manufacturing teams to influence product architecture and lifecycle management based on U.S. market insights.
- Expanded product portfolio to 100+ SKUs across multiple categories while maintaining cohesive brand aesthetic and quality standards.
- Developed deep understanding of U.S. luxury client through engagement at 190+ premium fashion tradeshows (Paris Who's Next, ENK NYC) and partnerships with 30+ retail organizations.
- Leveraged client insights, sales data, and retail feedback to anticipate demand; achieved 92.9% performance optimization through data-driven merchandising.
- Identified shifts in U.S. luxury client behavior including sustainability movement; pioneered circular economy strategy ahead of industry trends.
- Architected five-channel strategy: Major Retailers (1,500+ combined doors) | Specialty Wholesale (2,800+ boutique retailers, 500% growth) | Digital/E-commerce (30% revenue, 450% growth) | Marketplaces (25% revenue lift) | Private Label.
- Built Specialty Retailer Wholesale Division from inception, growing to 2,800+ specialty boutique retailers and increasing channel sales 500% through strategic market penetration.
- Secured 30+ major retail partnerships including Nordstrom, Bloomingdales, Macy's, Neiman Marcus, Anthropologie, HSN, QVC; converted transactional relationships to multi-year commitments increasing valuation 200%+.
- Expanded international revenue $2M+ across Europe, Asia-Pacific, Middle East, Latin America through market entry strategy and localized assortment planning.
- Partnered with 30+ U.S. retailers ensuring merchandising execution, visual presentation, and product storytelling protected brand equity.
- Collaborated with retail visual merchandising, sales, and education teams to ensure in-store presentation aligned with brand vision.
- Tracked key metrics (sell-through, inventory turn, margin, client acquisition) and led action plans to optimize results.
- Built and led merchandising, product development, and operations teams of 50+ employees across three countries.
- Developed high-performing team through coaching mindset; drove 30% annual growth in existing accounts through skill development.
- Fostered culture of excellence balancing creative innovation with commercial discipline; named 'Top Fastest Growing Private Company' by INC. Magazine.
- Founded and scaled women's luxury leather accessories brand from startup to multi-million dollar enterprise with 900+ boutique doors globally. Products crafted with premium Argentinean leather using historical methods of craftsmanship.
Co-Founder & Chief Commerce Officer
LAMINI
New York
09.2015 - 06.2019
- Directed assortment planning expanding from 12 SKUs to 100+ SKUs in two years with boutique-specific collections; achieved 471% YoY revenue growth (2017-2018); increased net income 117%.
- Secured Nordstrom, Anthropologie, Amour Vert, Lord & Taylor, Olivela distribution within one year; negotiated automatic replenishment programs driving 157% revenue increase.
- Delivered 95%+ quarterly sell-through with zero markdowns through superior trend forecasting and inventory management; built digital unit achieving 178% revenue growth.
- Pioneered sustainability-focused merchandising strategy ahead of industry ESG trends; established Peru/Colombia manufacturing reducing COGS 20%.
- Founded sustainable luxury accessories brand; directed all commercial functions including merchandising, product development, pricing, financial planning, and supply chain.
Sales & Marketing Director
AMAI UNMEI
Los Angeles
01.2008 - 01.2010
- Developed pricing strategy and merchandising model increasing net profit 43% (2009-2010).
- Presented seasonal collections to thousands of boutique buyers across key U.S. luxury markets.
- Built wholesale channel across U.S. specialty boutiques, increasing sales 120% within first year through strategic assortment planning.
Education
MBA - Global Fashion Management
Fashion Institute of Technology
New York City05-2017
Bachelor of Science - Merchandising Management
Oregon State University
Corvallis, OR06-2007
Certificates - Advanced Negotiation Skills, Consultant's Toolkit
Harvard University
01.2022
Skills
- Strategic merchandising
- Product development
- Assortment planning
- Pricing strategy
- Supply chain management
- Retail partnerships
- Revenue development
- Channel development
- Entrepreneurial and innovative
- Team leadership
Personal Information
Title: Senior Merchandising Executive | Brand Founder | Luxury Fashion Strategist
Affiliations
Chief, Private network for senior women executives; C-suite community representing 10,000+ companies including 67% of Fortune 100
Thought Leadership
- The Accessories Council, Workshop facilitator on merchandising strategy and retail partnerships
- The Lead Summit, Featured speaker on strategic merchandising and commercial excellence
- Curve Trade Shows, Featured speaker on strategic planning and commercial excellence
- Rethink Retail, Presenter on luxury brand positioning and retail innovation
Languages
- English, Bilingual
- Spanish, Bilingual
- French, Beginner
Key Qualifications
- Luxury Merchandising (15+ years): Multi-million dollar accessories business; assortment planning across 2500+ boutique and 1500+ major retailer doors; product development featured in Vogue, Elle, Marie Claire; private label leather goods for premium brands
- Commercial Performance: 115.79% CAGR; $0 to $10M+ scaling with 446% Y1 growth; 29% to 57%+ margin expansion; 2,652% net income increase; 85-100% sell-through
- U.S. Luxury Market: Deep client understanding through 190+ fashion tradeshows and 30+ retail partnerships; proven ability to identify trends and cultural shifts
- P&L Management: Full P&L ownership; strategic pricing expertise; data-driven decision making; managed growth from startup to multi-million dollar revenue
- Leadership: Built and led teams of 50+ employees; coaching mindset fostering excellence; cross-functional partnership across design, retail, supply chain
- Global Experience: Studied in Paris (Institut Français de la Mode) and Hong Kong; partnered with global manufacturing across Asia and Latin America; comfortable with 25%+ travel
Timeline
Founder
VANESSA URENDA STUDIO
12.2022 - Current
Co-Founder & Chief Commerce Officer
LAMINI
09.2015 - 06.2019
Co-Founder & Chief Growth Officer
ADA COLLECTION
08.2009 - Current
Sales & Marketing Director
AMAI UNMEI
01.2008 - 01.2010
MBA - Global Fashion Management
Fashion Institute of Technology
Bachelor of Science - Merchandising Management
Oregon State University
Certificates - Advanced Negotiation Skills, Consultant's Toolkit
Harvard University