J.McLaughlin CEO Mary Ellen Coyne details how the 46-year-old brand drives high AOV, LTV, and margins. She outlines their strategy for brand refresh, significant physical store expansion to drive customer acquisition, and the impact of re-platforming business segments. This episode is a must-listen for ecommerce operators looking to blend DTC and traditional retail strategies for sustainable growth.
Key takeaways
New customer acquisition is J.McLaughlin's primary growth opportunity, despite their established brand, highlighting the continuous need for customer pipeline development.
Re-platforming all business segments significantly contributed to brand growth, underscoring the importance of modern and efficient tech infrastructure in scaling operations.
J.McLaughlin combines aggressive physical store expansion (10-12 new stores annually) with a small, strategic wholesale presence and e-commerce to achieve an omnichannel sales breakdown of 75% stores, 1% wholesale, and 24% online.
The brand refresh, including logo overhaul and digital presence updates, demonstrates that even established brands need continuous modernization to stay relevant and attract new consumers.
A "test and learn" leadership philosophy enables legacy brands to adapt and implement significant changes like dedicated menswear stores, driving expansion into new market segments.
At 46 years old, classic American sportswear brand J.McLaughlin isn't afraid of change. That's thanks, in large part, to Mary Ellen Coyne, who's been the company's CEO since 2016. "I'm firmly a leader who believes in testing and learning," she said on the latest episode of the Glossy Podcast. In the last seven years, she's had "a field day" leading improvements to the brand's products, processes and overall presentation, she said. "We've re-platformed every segment of the business, and it's had a tremendous impact on the growth of the brand."
This year alone, the company underwent its first-ever brand refresh, which included overhauling its logo and digital presence. Also in 2023, a large focus was on opening stores, with reaching new consumers as the goal. “Customer acquisition is our No. 1 opportunity for growth,” Coyne said. Currently, J.McLaughlin has 173 store locations. It plans to open 10-12 more in each of the next three years, bringing its total store count to more than 200. In early December, it opened its first store dedicated to menswear, in Palm Beach, Florida. Stores now account for three-fourths of its sales, while 1% of sales are driven through its one retail partner, Dillard’s, and the remainder are made online.
What does this episode say about retail & omnichannel?
New customer acquisition is J.McLaughlin's primary growth opportunity, despite their established brand, highlighting the continuous need for customer pipeline development.
What does this episode say about dtc strategy?
Re-platforming all business segments significantly contributed to brand growth, underscoring the importance of modern and efficient tech infrastructure in scaling operations.
What does this episode say about brand & content?
J.McLaughlin combines aggressive physical store expansion (10-12 new stores annually) with a small, strategic wholesale presence and e-commerce to achieve an omnichannel sales breakdown of 75% stores, 1% wholesale, and 24% online.
What does this episode say about founder & leadership?
The brand refresh, including logo overhaul and digital presence updates, demonstrates that even established brands need continuous modernization to stay relevant and attract new consumers.
What does this episode say about retail & omnichannel?
A "test and learn" leadership philosophy enables legacy brands to adapt and implement significant changes like dedicated menswear stores, driving expansion into new market segments.
