Longtime Zappos.com exec Kathy Forstadt has landed at Merrell during a time of growth for the Wolverine Worldwide brand.
Forstadt, the former senior director of merchandising at Zappos, is joining Merrell as director of lifestyle and pure play for U.S. wholesale, a newly created role. She will report to Jessica Adler, VP of sales.
The move comes after Merrell posted double-digit sales increases in the first quarter.
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Forstadt will be charged with elevating and scaling Merrell’s presence across lifestyle accounts, with a focus on attracting more women and younger consumers. The brand is on a mission to evolve into a more fashion-forward performance lifestyle brand.
“This role represents a key step in strengthening our position within lifestyle and pure play wholesale,” said Adler. “Kathy’s experience and leadership will be critical in helping us build deeper connections with new audiences and accelerate growth in this important lifestyle space.”
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Forstadt, who exited Zappos last summer after 18 years at the company, has been a visible member of the footwear community, serving on Two Ten’s board of directors and the advisory board for its Women in the Footwear Industry group.
During an interview for FN’s Women Who Rock issue in June 2024, Forstadt said she has benefited greatly from her deep network in the industry.
“I have been fortunate to be the beneficiary of both support and guidance from seasoned industry professionals at Zappos and within the broader footwear industry,” Forstadt said. “I would not be where I am in my career today without these amazing individuals. It’s been a privilege for me to have worked alongside them and to have learned from them.”