Former Intermix president Adrienne Lazarus has been named CEO of The Frye Company, a controlled division of Global Brands Group. Lazarus’ appointment reflects Global Brand’s focus on transforming the heritage boot company into a lifestyle brand.

The retail veteran successfully led Intermix’s repositioning and turnaround and she is widely credited with increasing its sales and appeal to the fashion consumer prior to its acquisition by Gap Inc. in 2013. She also held several executive positions with Ann Taylor including president of the Ann Taylor brand and earlier spearheaded the launch of Ann Taylor Loft.

Global Brands Group president Dow Famulak said, “Adrienne is a highly regarded executive with a successful 25-year track record of growing retail businesses and brands. Her ability to relate to consumers, craft a strong brand and marketing vision, and lead dynamic teams will be instrumental in achieving our ambitious goals for Frye.

Frye’s 150-year history appeals to Lazarus. “Frye is the second oldest brand in the U.S.; its authentic American values and deep heritage give it a unique and differentiated position in the marketplace, and create a powerful connection with consumers around the world,” Lazarus said. “We have a very exciting runway ahead of us, as we accelerate Frye’s current momentum by interpreting the brand’s enduring strengths through a modern lens, with fresh new products and a dynamic retail and omnichannel experience.”

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