Retailer — in stealth mode — launches new product line

Even big companies can shift quickly to new market opportunities. An example comes from $2.1 billion retailer Chico's FAS— with a team that broke a few rules along the way.

  • By Mark Gordon
  • | 6:00 a.m. May 10, 2019
  • | 0 Free Articles Remaining!
Stefania Pifferi. Chico’s FAS executive Kimberly Grabel oversaw the company’s launch for a digital-only intimate apparel line.
Stefania Pifferi. Chico’s FAS executive Kimberly Grabel oversaw the company’s launch for a digital-only intimate apparel line.
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The sprawling Chico’s FAS campus in Fort Myers held a secret the past two years. Inside a war-room like design and strategy studio, tucked away and with no sign on the door, 15 people worked diligently on a new project: intimate apparel. “We called it the garage,” says Kimberly Grabel, general manager of the initiative .

 

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