Macy’s appoints new head of private brands
Macy’s has a new private brands leader.
The department store has named Nata Dvir as its chief merchandising officer of the Macy’s brand, charged with oversight of all merchandising categories and private brands. Dvir was previously serving as Macy’s senior vice president and general business manager for beauty and center core merchandise.
The move comes with Macy’s looking to expand its store brand presence in stores. Dvir will replace Patti Ongman on Feb. 1, who served as its chief merchandising officer for just two years looking to build out the private brand play. Ongman, who spent 33 years with Macy's, plans to retire at the end of the 2020 fiscal year.
“Nata is a strong merchant with deep connections to our partners, first-rate instincts and an eye for newness,” said Jeff Gennette, chairman and CEO of Macy’s. “I’m confident that she will continue our merchandising transformation, influencing our customers’ personal style through accessible fashion, clear value and an enhanced digital and store experience.”
Dvir began her career at Macy’s as an executive trainee. Over her years, she’s held various leadership positions in men’s, beauty, shoes, jewelry, food and the licensed businesses. In 2017, she became the company’s general business manager for beauty, where she transformed the cosmetics and fragrance business to be more open and experiential. She’s also excelled at moving and expanding new brands via digital tools.
Nearly a year ago, Dvir added the responsibility for “center core” merchandise, including jewelry, handbags, shoes, intimate apparel and accessories. She was instrumental in adding brands and updated products to the categories both in-store and its evolving online assortment.