Simon Goodfellow

Brand development and management consultant providing brands with insights into, and access to, new growth opportunities, with a focus on small to medium-sized brands, enabling and supporting them in achieving their growth ambitions through the creation and implementation of strategies that use a trusted network of experts and partners to deliver growth and development. • Agreements with Sports/Outdoor, Lingerie, Apparel, Footwear, Homeware and Alcohol brands. • Partnerships in PR, Digital, Manufacturing and Design.

MD of the Parka London brand - With manufacturing routes dating back to 1953, Parka London reimagines classic styles, relevant for modern-day styling.

Responsibility for $60m+ sales and marketing arm of the Hong Kong based brand house. Utilising a combination of Distributors, Franchise, Licensing and Sales agents to achieve sales growth and efficiencies, both on a local and global level. Origination and implementation of sales and marketing budgets and strategies across all in-house brands. Markets include all of Asia, Europe, Oceania and North & South America. • Re-launching the SKINS brand in partnership with Itochu, Japan, to the global markets through wholesale distribution, franchise and licensing, delivering 300% YoY growth through 2020-2023 period. • Creating the sales and marketing strategy for PONY across all markets, resulting in $32M sale of brand to Iconix in 2022

Overall responsibility for $30m+ sales division across the Global market, including US, UK, Australia, New Zealand, Japan, UAE and all of mainland Europe. Utilising a combination of Subsidiaries, Distributors and Sales agents to achieve sales growth and efficiencies, both on a local and global level. Origination and implementation of sales and marketing budgets and strategies. Employed to take business through investment with a view to taking CEO role post investment. • Designed and implemented Licensing model to replace existing distributor models, generating increased margin for Licensee and taking brand back to positive EBITDA over projected 12mth period. • Streamlined and improved overall business structure and costs.

Inspired by and designed in London, Hook LDN is a British eyewear brand that specialises in creating high quality, style led designs that are influenced by our passions for music and fashion. Born and raised within a music environment, the team behind Hook LDN came together to build a unique and authentic brand with longevity and sophistication. From communicating our stellar relationships with music artists and fashion influencers, to supporting and promoting new creative talent, Hook LDN has a mission to become an integral part of our consumers' lifestyle.

• Full P&L and total management responsibility for wholesale division across both Domestic and International markets; reporting directly to the CEO • Formulation of business plans and brand strategy • Ensuring that the division operates within set budgets and targeted profit margins • Identification and implementation of new practices, procedures and market initiatives for efficient growth and profit • “City Mapping” projects to manage existing distribution and target new channels • Retailer brand share and sell-through projects set up to maximise in-season and futures business. • Briefing and overseeing design on brand direction, trends, range plan, pricing, concept and product development • Styling and management of photo-shoots • Art Direction • Introduction of new supply chain and production procedures • Direction of focussed marketing activities, brand profile, image and PR • Driving consistent sales growth throughout key accounts and sales force • Overseeing recruitment, selection, training, development and performance management Key Achievements: • Launched brand in to US, Canada, Germany, France, UAE, South Korea, Singapore, Hong Kong, China, Japan, Norway and Netherlands. • Instigated and created marketing strategy for Sweeney London brand launch, incorporating brand partners both domestically and internationally • Instigated licence model and partner • Introduction and recruitment of European sales agents • Re-aligned distribution and sales strategy and brand placement within UK and International markets • Introduction of wholesale exclusive product ranges for international and UK customers

• Full P&L and total management responsibility for design and wholesale divisions; reporting directly to the CEO • Management and implementation of design strategy, brand direction and management, trends, range plan, pricing, concept and product development. • Coordination and management of external design resources. • Styling and management of photo-shoots • Art Direction • Introduction of new supply chain and production procedures • Direction of focussed marketing activities, brand profile, image and PR

Responsibilities: • Managing UK sales of men’s headwear • Responsible for the continued growth of sales. • Managing key accounts including Arcadia Group, Next, M&S, House of Fraser, Urban Outfitters, Asos.com and John Lewis, plus many of the best independent retailers in the UK. • Range planning and product development. • Design and develop customer specific product • Developed and managed critical path across total business • Creating and administrating a database of wholesale and consumer contacts. • Continually looking for new opportunities and developing relationships with potential partners. Key Achievements: • Implemented Far East factory supply base strategy, lowering costs and expanding product offering. • Introduced Fashion element to business through introduction of key high street accounts, such as Arcadia Group and Next

• Responsible for the design and development of a wide and varied range of accessory products – Hats (Casual & formal), gloves (Casual, Leather & Performance), scarves (knitted, woven & fleece), Bags and Small Leathers. • Departmental head of 8 staff with turnover of £2.5m, supplying Next, Topman, Topshop, DP, Oasis, River Island, ASOS, Miss S, Ted Baker, New Look and M&S Men. • Develop and maintain successful sourcing and supply strategy. • Costing and price negotiation across all products, both with factories and customer. • Senior Management reporting, Stakeholder communication and reporting. • Management of the whole supply chain process. • Maintain close relationships with FE factory base through effective communication and visits. • Trend and sales analysis, trade fairs and comp shop. Initial concept, design and material/colour selection. Detailed product specifications to factories. Presentation and selling of product to customer. Key Achievements • Introduction of M&S Men’s account • Increased existing accounts turnover by 50% within 6 month period • Expanded product offer within existing accounts. • Secured core leather glove program with Next Men in first season of supply

• The design and development of a wide and varied range of accessory products – Hats (Casual & formal), gloves (Formal & performance), scarves (knitted, woven & fleece), Handkerchiefs, Cufflinks, Bags, Small Leathers and ‘Boys Toys’ & Gifts. • Management of team, including Assistant Product Developer, Assistant Merchandiser, Technologist and Graphic Designer. • Factory and product sourcing strategy • Costing and price negotiation on all products. • Management of the Marks & Spencer Menswear and Boyswear accounts • Collaboration with Brand Designers and Licensors to deliver branded product into the ranges. • Trend and sales analysis, trade fairs and comp shop. Initial concept, design and material/colour selection. Key Achievements • 40% to 60% uplift in turnover across all product departments • Introduced a core Acrylic Scarf in 2005 that accounted for 20% of all scarf sales within M&S department, generating over £2M in additional sales. • Successful tenure of M&S Boys Business – Sp07 • Increased profit margins through factory resourcing, resulting in total turnover growth of 15%