Bed Bath & Beyond Inc. is turning to a lingerie executive to shore up the company’s brand strategy and marketing.
The home furnishing retailer hired Cindy Davis as chief brand officer. She’ll be responsible for marketing and “accelerating digital capabilities” and improving customer retention, according to a statement sent to Bloomberg. Davis will also serve as president of Decorist, the company’s online interior design platform.
She’ll also help Bed Bath & Beyond navigate the Covid-19 pandemic that has led to massive store closures across the retail industry and dramatically changed consumer behavior for discretionary items.