GBG Aims to Grow Frye with New CEO

Global Brands Group has appointed retail veteran Adrienne Lazarus as chief executive officer of the Frye Company in a move to turn the brand into a leading lifestyle label.

The 150-year-old Frye brand is known for its leather products and has four flagship retail stores in key locations across the U.S. in addition to an e-commerce platform.

“We are excited to welcome proven retail leader Adrienne Lazarus as Frye’s new CEO," says Bruce Rockowitz, chief executive officer and vice chairman, Global Brands Group. "Frye is one of the most important brands in our portfolio, and under her powerful leadership, will be positioned to continue its growth as a global lifestyle brand.”

Lazarus brings more than 25 years of fashion and retail industry experience to the role. She was previously president of multi-brand fashion retailer Intermix, which was acquired by Gap in 2013. Prior to that she served as president of Ann Taylor, where she was instrumental in launching the Ann Taylor Loft brand.

“I am deeply honored to have the opportunity to lead Frye, a truly iconic brand with an incredibly rich history and which is uniquely positioned to become the next American global lifestyle brand," says 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. 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 omni-channel experience.”