Tampa, Florida, United States, October 2025 – Serena & Lily, a leading American home and lifestyle brand known for its distinctive coastal-inspired design philosophy, has announced the appointment of Keith Lefaiver as its new Chief Operating and Financial Officer (COFO). In this dual role, Keith will oversee both operational and financial strategy, ensuring agility, efficiency, and sustainable growth across the brand’s expanding portfolio of home furnishings and lifestyle products.
Keith Lefaiver brings over 25 years of leadership experience spanning retail operations, finance, planning, and strategic growth. Known for his ability to align financial discipline with customer-centric innovation, he has built a reputation for strengthening profitability and operational excellence across global consumer brands.
Before joining Serena & Lily, Keith served as Advisor and Senior Vice President of Product and Customer Success at Profitmind, where he played a pivotal role in leveraging cutting-edge AI solutions to drive customer engagement and digital transformation. During his tenure, he partnered with leadership teams to design performance-driven strategies that improved revenue forecasting, product innovation, and customer satisfaction.
Keith has also been the President of Conrad Strategies, LLC for nearly a decade, leading consulting engagements across the retail industry with clients such as David’s Bridal and Corele International. Through this venture, he guided organizations on retail planning, financial operations, and technology-driven process optimization—helping brands achieve sharper business focus and measurable growth.
Earlier, Keith spent eight years at Chico’s FAS, Inc., where he rose to the position of Senior Vice President, Planning and Allocation for the Chico’s brand, and later served as SVP of Planning, Allocation, and Finance for Soma Intimates. He led large-scale teams across planning, replenishment, and operations, achieving record profitability, positive sales comps, and improved margin performance. Under his leadership, Soma achieved 19 consecutive quarters of sales growth and a $25 million increase in profit.
Prior to his time at Chico’s, Keith held key leadership roles at Victoria’s Secret, where he managed merchandise planning, financial analysis, and long-range strategy for billion-dollar product categories. His earlier roles included positions at Circuit City, where he developed expertise in financial forecasting, category planning, and consumer retail analytics.
About Serena & Lily
Founded on the belief that character is innate, Serena & Lily creates designs that blend timeless elegance with coastal ease. The brand’s collections—from furniture and bedding to décor and lighting—are crafted to enhance the way people live and elevate the presence of their homes. Known for its signature California-inspired aesthetic, Serena & Lily collaborates with artisans and designers worldwide to deliver products that merge authentic craftsmanship, comfort, and sophistication.
With a growing retail and online presence across the United States, Serena & Lily continues to inspire customers to create spaces that reflect their individuality and style—staying true to its mission of “living well begins at home.”
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