Rowing Blazers announces new CEO as it plans to expand

Rowing Blazers has a new CEO with Laura Willensky now in charge and bringing extensive experience from J Crew and Madewell to the role.

Founder Jack Carlson is staying on as Creative Director but said the change of leadership will allow him to focus on overseeing design and all the brand’s creative touch points.

The move comes after the cult apparel and accessories brand was acquired by Burch Creative Capital earlier this year.

So, who is Willensky? She’s held “key leadership positions” at major American fashion and lifestyle labels, including Executive Vice President at J Crew and Victoria’s Secret Beauty, Brand President of Talbots and Chief Commercial Officer at Away. Earlier in her career, she “helped lead Madewell and children’s brand Janie & Jack from inception and brand launch to profitability and national recognition”.

She said she sees “a clear opportunity to grow the business through amazing products and an unmatched experience for our customers,” and mentioned moving into “new product categories and new markets”.

The brand was founded by Carlson — a designer, archaeologist, and former US national team rower — in 2017, since then growing into a global label, “known for its irreverent twist on classic British and American style and its high-profile partnerships”.

Over the past year, it designed and launched limited-edition collaborations with Gucci, Target, Tudor, Seiko, and TAG Heuer.

Chris Burch, founder of Burch Creative Capital said the new CEO’s “track record in apparel and deep experience as a merchant will have an incredible impact on our customers, our community and our business”.

It comes as the brand works through ambitious expansion plans that include a “significantly expanded women’s business, a more robust core offering, and new distribution, including a new brick-and-mortar flagship — all while maintaining the brand’s colorful, irreverent sensibility, dedication to quality, and rich portfolio of dynamic collaborations”.

Burch Creative Capital was founded by Chris Burch (who’s also the co-founder of Tory Burch that remains in the firm’s portfolio). The portfolio also includes Staud, Solid & Striped, Danielle Guizio, and BaubleBar. 

Willensky is the company’s second major hire since Rowing Blazers was acquired, following the appointment of Grant Simm, previously CFO at Aimé Leon Dore, as CFO at the business.