New York, NY, USA – October 29, 2024 – Draper James, the Southern-inspired lifestyle brand founded by Reese Witherspoon, has appointed Jeannie Yoo as Chief Executive Officer (CEO), effective October 15, 2024. Yoo, a seasoned fashion industry executive with over 20 years of experience across luxury and commercial brands, will lead Draper James into its next growth phase, focusing on expanding direct-to-consumer channels, category diversification, and global scaling.
Yoo joins Draper James after serving as President of Adam Lippes, where she successfully drove DTC and growth initiatives across all channels for more than six years. Her career also includes leadership roles as Director of e-Commerce at Coach and global merchandising at Michael Kors. Yoo’s expertise in omnichannel strategies, combined with her ability to blend innovation with brand heritage, aligns perfectly with Draper James’ mission as the brand approaches its 10th anniversary in 2025.
Jeannie Yoo shared her excitement: “I’m inspired by Draper James’ core principles based on celebrating authenticity, Southern heritage, and community. Draper James has built something truly unique—an inclusive brand designed by women for women everywhere. I’m excited to step into this role and expand the brand’s mission of continually delivering quality products across various categories to always show up where the consumer needs them at every walk of life.”
Yoo’s appointment comes as Draper James experiences significant expansion, having recently introduced nearly 10 new product categories, including pet, home, and outerwear. The brand has also launched a refreshed website, its first direct mail campaign, and a series of successful pop-up shops across the South in collaboration with Graduate Hotels. Under Yoo’s leadership, Draper James plans to further expand its reach with new store openings, including a flagship location in Charleston, and international retail expansion into markets such as Mexico, Australia, and the EU.
Cory Baker, Founder and Managing Partner of Consortium Brand Partners, commented: “Jeannie’s vision, combined with her coveted accomplishments across e-commerce, wholesale, and retail, makes her the perfect leader to guide Draper James through our next era of evolution. Her passion for honoring heritage and community closely aligns with the Draper James mission, and I’m confident that her accomplished portfolio of expertise will take the brand to new heights.”
Yoo will also serve as an advisor within the broader Consortium Brand Partners portfolio, providing strategic guidance to support growth across various brands, though her primary focus remains on scaling Draper James as a leader in Southern-inspired lifestyle products. In addition to Yoo’s appointment, Draper James has expanded its executive team with Lauren Frohlinger as VP of Merchandising and Piper Parsley as VP of Brand Marketing & eCommerce.
About Draper James:
Draper James is a classic American lifestyle brand founded by Reese Witherspoon, inspired by her Southern roots and named after her grandparents, who instilled in her the values of gracious Southern living. Launched in May 2015, Draper James offers ready-to-wear, accessories, and home accents that embody timeless grace and charm. The collection is available at the flagship store in Nashville, additional locations in Lexington, Kentucky, and BNA Airport, as well as online at draperjames.com.
Read Also : Cultivating Safe Spaces: The Strategic Role of L&D in Workplace Well-being
