Ana Mihaljevic Becomes CEO of SMYTHE: A New Era in Fashion Growth
SMYTHE, the renowned womenswear brand celebrated for its distinct tailoring, has officially welcomed Ana Mihaljevic as the new Chief Executive Officer. This strategic appointment represents a pivotal moment for the company, indicating a new chapter in the brand's evolution as it aims to further establish its presence across North America. Founded in 2004 by Andrea Lenczner and Christie Smythe, SMYTHE initially garnered attention for its blazers, which redefined women's tailoring, making polished and individualistic clothing accessible for women of all styles.
As the brand embraced growth, the appointment of Mihaljevic is seen as a testament to its commitment to enhancing its creative vision and operational efficiency. Mihaljevic, who has a rich background leading premium consumer brands, will collaborate closely with co-founders Lenczner and Smythe. This all-female leadership team combines creative vision with an experienced executive perspective, setting the stage for future innovations within the company.
The evolution of SMYTHE has been remarkable; from its strong beginnings in blazers, the brand has broadened its offerings to include an expansive wardrobe that resonates with its loyal customer base. The company's growth trajectory has been impressive, with online customer acquisitions rising more than fivefold between 2021 and 2025. Following the launch of its e-commerce platform in 2017, the opening of the first standalone store in Toronto in 2022, and a second in Calgary in 2024, SMYTHE is now positioned to capture a greater share of the retail fashion market.
Looking forward, SMYTHE plans to enhance its retail footprint, including the inauguration of a new store in Toronto scheduled for early 2027. The company is also committed to improving its digital shopping experience in response to the growing number of online customers. Each investment made by the brand aims to connect with a wider audience without compromising the design integrity that has characterized SMYTHE's collections.
Mihaljevic expressed her excitement about joining SMYTHE, citing her long-standing admiration for the brand. "I chose to wear SMYTHE long before I joined the company," she said. "The brand has an innate understanding of how women wish to dress and feel, and I'm eager to work closely with Christie and Andrea to grow the brand with purpose and intentionality."
Her mission will be to steer the company’s operations and growth strategies, balancing the creative and commercial aspects while ensuring alignment with SMYTHE's values. By pairing her background in brand management with the creative expertise of Lenczner and Smythe, the leadership trio is set to tackle future challenges while scaling the brand responsibly.
Ultimately, the collaboration among the leadership team marks a commitment to preserving the essence of SMYTHE—designing timeless collections that empower women to express their individuality through style. As SMYTHE embraces a new chapter under Mihaljevic’s leadership, the fashion industry eagerly anticipates how the brand will innovate and adapt, making strides towards a future where it continues to stand out amidst changing trends.
To learn more about SMYTHE and its upcoming projects, visit SMYTHE's official website.
As the brand embraced growth, the appointment of Mihaljevic is seen as a testament to its commitment to enhancing its creative vision and operational efficiency. Mihaljevic, who has a rich background leading premium consumer brands, will collaborate closely with co-founders Lenczner and Smythe. This all-female leadership team combines creative vision with an experienced executive perspective, setting the stage for future innovations within the company.
The evolution of SMYTHE has been remarkable; from its strong beginnings in blazers, the brand has broadened its offerings to include an expansive wardrobe that resonates with its loyal customer base. The company's growth trajectory has been impressive, with online customer acquisitions rising more than fivefold between 2021 and 2025. Following the launch of its e-commerce platform in 2017, the opening of the first standalone store in Toronto in 2022, and a second in Calgary in 2024, SMYTHE is now positioned to capture a greater share of the retail fashion market.
Looking forward, SMYTHE plans to enhance its retail footprint, including the inauguration of a new store in Toronto scheduled for early 2027. The company is also committed to improving its digital shopping experience in response to the growing number of online customers. Each investment made by the brand aims to connect with a wider audience without compromising the design integrity that has characterized SMYTHE's collections.
Mihaljevic expressed her excitement about joining SMYTHE, citing her long-standing admiration for the brand. "I chose to wear SMYTHE long before I joined the company," she said. "The brand has an innate understanding of how women wish to dress and feel, and I'm eager to work closely with Christie and Andrea to grow the brand with purpose and intentionality."
Her mission will be to steer the company’s operations and growth strategies, balancing the creative and commercial aspects while ensuring alignment with SMYTHE's values. By pairing her background in brand management with the creative expertise of Lenczner and Smythe, the leadership trio is set to tackle future challenges while scaling the brand responsibly.
Ultimately, the collaboration among the leadership team marks a commitment to preserving the essence of SMYTHE—designing timeless collections that empower women to express their individuality through style. As SMYTHE embraces a new chapter under Mihaljevic’s leadership, the fashion industry eagerly anticipates how the brand will innovate and adapt, making strides towards a future where it continues to stand out amidst changing trends.
To learn more about SMYTHE and its upcoming projects, visit SMYTHE's official website.
Topics Consumer Products & Retail）
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