Veejay Varma

From the Product Perspective - 1. Define Product Assortment 2. Strategic Product Planning & Development 3. Design, Category, Price Matrices From the Business perspective – 1. Business Model / Business Plan with a clear defined Road Map 2. Brand & Product Marketing 3. Building Organizational Capabilities 4. Structuring the In-House Resource 5. Inventory planning & Supply Chain 6. Sales Strategy across Channels – Distribution, Retail, On-Line 7. Building a Strategy for the On-Line Business (Own & Partner’s) 8. Collaborating with various Large Format Stores – National & Regional Players 9. EBO expansion with a well-defined road map

Leading retail growth and market expansion for India’s premium outdoor brand. Driving / rollout of company-owned and franchise stores across key metros. Overseeing business development, category growth, and regional operations. Building an outdoor ecosystem through community and experiential programs. Aligning retail strategy with product, operations, and profitability goals. Forging corporate and institutional partnerships to expand brand reach. Strengthening engagement with outdoor communities to drive advocacy and B2B growth.

Develop seasonal line plans based on market insights and sales data. Coordinate with design, sourcing, and factories to drive timely sample and bulk production. Manage costing, margins, and vendor negotiations to achieve profitability targets. Ensure quality, fit, and on-time delivery for all category products. Track category performance and inventory flow to optimize range and sell-through. Partner with marketing and retail teams for effective product launches and lifecycle management.

Ultra Express – First2Fashion Concept Part of the team to create and scale-up of the Ultra Express (UEX) business — a rapid style-testing lab for Bestseller brands, bridging real-time fashion insights with mainline collections. Directed Buying & Merchandising across all brands and channels, managing an annual business turnover of ₹80 Cr in the first year. Ensured an agile 8-week concept-to-consumer cycle while maintaining brand ASPs and GM targets. Operated on optimized MOQs, balancing speed and profitability across categories. Drove visibility across 40+ A+ and A doors, including EBOs, SIS formats, and online partner platforms. Introduced 50+ new product options per brand every month, creating a consistent pipeline of high-performing styles.

Launched “UNMATCHED by Jack & Jones,” a premium online hi-fashion make-to-order concept, redefining the brand’s digital presence. Introduced India’s first virtual fashion store experience on www.unmatched.jackjones.com. Repositioned the brand to attract high-fashion consumers, strengthening its premium perception. Integrated the UNMATCHED collection into offline A+ stores after two successful years, establishing it as a core growth vertical within the brand.

• Brought in to lead profit and loss operations of ethnic-wear brand – Naari professionalizing business structure with best practices implementation • Envisaged 5 year brand vision and strategized annual operating plan with defined performance indicators to triple annual revenue targets within 2 years

Repositioned premium fashion brands, reversing declining sales to a ₹50 Cr top line. Optimized retail and e-commerce operations, enhancing customer experience.

Led Columbia’s India market entry, launching 18 exclusive brand stores. Executed targeted marketing strategies, positioning Columbia as a leading outdoor brand. Developed digital-first retail strategies, increasing brand recall and customer loyalty.

Held leadership role for the Master Franchisee - Franchise Management, Retail Operations, and Strategic Sales. Managed Expansion and Operations for brands such as Tommy Hilfiger, Levi’s, Puma, and Arrow under the Franchise Umbrella. Scaled store networks, optimized supply chain and strengthened brand positioning. Key Achievements: ✔ Expanded franchise operations from 22 to over 100 stores, driving profitability. ✔ Drove multi-brand sales growth and developed large-scale retail networks. ✔ Played a pivotal role in market entry and national expansion strategies.

Promoted from Heading Maharashtra & Goa to Regional Sales Head - EAST with a prime focus to Head Franchisee Management & Expansion in the EAST

• Managed flagship store operations with targeted merchandise plan basis customer buying behaviour achieving 18 % revenue contribution