#United States #St. Louis #Ecommerce #Build-A-Bear #Carmen Flores

Build-A-Bear Workshop Welcomes Carmen Flores

On October 22, 2025, Build-A-Bear Workshop, Inc., a well-loved retail experience, announced the appointment of Carmen Flores as Senior Vice President of eCommerce and Digital Experiences. This strategic decision aims to enhance the company’s digital presence and expand its eCommerce reach. Flores, a seasoned executive with a robust background in digital transformation, will be instrumental in shaping the company’s online strategy.

Responsibilities and Goals

Flores will take charge of leading the growth of Build-A-Bear’s online business, with a focus on crafting a global digital experience that resonates with customers. Working closely with the Brand and Technology teams, she aims to foster deeper engagement and ensure seamless interactions that reflect the brand's unique emotional connection with its customers. In her role, she will report directly to David Henderson, the Chief Revenue Officer.

A Warm Welcome

In a statement, Henderson expressed enthusiasm about Flores joining the Build-A-Bear family, noting her extensive experience in digital growth and transformation. He emphasized the importance of her leadership in scaling their e-commerce platform, enhancing the customer journey across all interactions. Flores herself expressed excitement at the opportunity to contribute to a brand that resonates so emotionally with consumers, stating, "I'm thrilled to join the company and honored to build upon its success by delivering world-class digital experiences that deepen engagement."

A Proven Track Record

Carmen Flores brings over ten years of digital commerce expertise from leading global consumer brands. Before joining Build-A-Bear, she held several senior roles at The LEGO Group, where she helped spearhead significant digital growth initiatives in the Americas. Her efforts here significantly modernized the company’s digital operations, aligning closely with innovation in consumer interaction. Additionally, her tenure at Richemont showcases her capability in relaunching Montblanc's digital presence, further illustrating her adeptness in managing complex digital ecosystems.

At L'Oréal USA, where she started to carve her niche, Flores achieved impressive triple-digit growth for major beauty brands on platforms like Amazon, providing her with a diverse portfolio of experience to draw from in her new position.

Build-A-Bear's Vision

Founded in 1997, Build-A-Bear Workshop has become a beloved multi-generational brand known for its mission to 'add a little more heart to life.' At Build-A-Bear, guests can create personalized stuffed animals by engaging in the process of stuffing, dressing, and naming their own plush toys. This hands-on experience fosters a deep emotional attachment, making every visit special, and resonates with audiences of all ages.

With more than 600 locations worldwide, complemented by a robust online presence at www.buildabear.com, the brand has successfully expanded its reach through various licensing agreements and engaging content via Build-A-Bear Entertainment.

As part of its commitment to creating cherished memories, the company recently launched a campaign titled "The Stuff You Love" to commemorate its rich history of emotional storytelling through toys. The journey to success continues; for fiscal 2024, Build-A-Bear Workshop, Inc. reported consolidated total revenues of $496.0 million, underscoring its thriving business model.

The fresh leadership of Carmen Flores signals an exciting new chapter for Build-A-Bear as it aims to enhance its digital footprint, ensuring that it continues to engage and delight customers around the globe.