Dive Brief:
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Former Calvin Klein executive Donald Kohler in July will take over as Banana Republic’s brand CEO, Gap Inc. announced Tuesday.
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In 2024 Kohler was named CEO of PVH Americas, overseeing Calvin Klein and Tommy Hilfiger in the region. He had been president of Calvin Klein North America and before that held senior leadership roles at Burberry, Ferragamo and Diesel.
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He began his career at the Gap brand, though, and spent about a decade there in various merchandising roles. At Banana Republic he replaces Sandra Stangl, who left the job two years ago.
Dive Insight:
Gap Inc. CEO Richard Dickson took his time finding what he sees as the right leadership for Banana Republic — a brand with safari roots that over the years morphed into a destination for stylish if subdued officewear.
In recent years as people began to dress more casually at work, that category has faltered and Banana Republic has stumbled. During Stangl’s tenure, the brand struggled to articulate its style, and Stangl left shortly after taking a misguided turn into the home category.
Under Dickson, who has overseen Banana Republic during its CEO search, sales have recovered somewhat. Last year net sales dropped 1% year over year to $1.9 billion but comps rose 3%. The brand has recently celebrated its explorer-inspired origins, though it remains a specialist in elevated basics.
Kohler was chosen because he is adept at both operations and brand development, which "positions him well to lead Banana Republic’s next chapter — building on the brand’s momentum and reinvigoration as a modern explorer brand,” Dickson said in a statement.
Banana Republic’s aesthetic doesn’t really need a reset, but it’s due for some brand clarification from a merchant like Kohler, according to Liza Amlani, principal at Retail Strategy Group.
“Donald Kohler can turn the Banana business around, especially with a premium-luxury mindset,” she said by email. “Positioning the brand as premium lifestyle with an assortment that women actually want will be an uphill battle, but I think Donald is up to that task. Applying a wholesale lens with the brands he has led could also benefit Banana Republic and could take the BR brand in a new direction.”
