#USA #Stamford #Merchandising #Rhone #Alexa Andersen

Rhone Strengthens Leadership with New CMO Appointment

In an exciting development for the performance-led lifestyle brand, Rhone has announced the appointment of Alexa Andersen as their new Chief Merchandising Officer (CMO). With more than 20 years of experience in the performance apparel sector, Andersen's extensive background includes a wealth of knowledge in merchandising, product strategy, and brand development. As Rhone embarks on its next phase of growth, she will lead the merchandising and design teams, driving the company’s expansion and retail strategies.

Before joining Rhone, Andersen held the position of Senior Vice President of Merchandising at Puma North America. In this role, she successfully led various merchandising initiatives across both wholesale and direct-to-consumer channels, managing strategies for footwear, apparel, and accessories. Her leadership not only enhanced brand status but also ensured marketplace segmentation and significant commercial growth. Additionally, she was integral in driving Puma’s collaborations and partnerships, creating synergies that promoted cultural relevance and business growth.

Andersen’s tenure at Lululemon also involved leading product creation and merchandising for strategic initiatives, collaborations, and partnerships. She played a crucial role in defining product strategies that catered to both technical performance needs and major global events, such as the Olympic Games. Her profound experience extends across notable brands, including Adidas, Asics, and Nike, further confirming her expertise in the field.

Nate Checketts, co-founder and CEO of Rhone, expressed enthusiasm about Andersen's joining the team: “We’re thrilled to welcome Alexa to Rhone. Her impressive track record in building and enhancing merchandising organizations at leading brands speaks volumes. However, what truly stood out was her alignment with our values. She comprehends the deep connection between outstanding products and long-lasting brand development, positioning her as a fantastic partner as we intentionally expand.”

Raised in Mexico and having worked in various countries, including the U.S., Italy, and the Netherlands, Andersen brings a diverse, global outlook to her role, alongside a lifelong dedication to sport, fashion, and innovation. Her multicultural leadership style is expected to resonate well within Rhone’s dynamic environment.

In her own words, Andersen shared her motivation for joining Rhone: “After spending my career with remarkable brands, I’ve witnessed how often the drive for immediate results can overshadow the importance of long-term brand strategy. What attracted me to Rhone was the opportunity to be part of an organization that is beyond the startup stage but is still very much in growth mode. Here, the results of hard work are evident. The products are outstanding, the team is genuinely passionate, and it’s clear that the commitment to mental fitness extends beyond marketing—it’s a true belief. I am excited to contribute to what’s next.”

Andersen’s appointment represents a significant milestone in Rhone’s journey as a leader in premium performance apparel. As the company maintains its focus on continuous innovation and growth, it seeks to establish a strong foundation for future success and influence in the industry.

About Rhone

Founded in 2014 by brothers Nate and Ben Checketts, Rhone is committed to creating performance-driven apparel for those dedicated to progress. The brand inspires and supports individuals in their quest for physical and mental improvement. Rhone promotes a mindset that champions incremental advancement and operates over 20 retail stores across the United States, serving as community hubs for connection and collaboration. To learn more, visit www.rhone.com.