Ian Kelly
I’m the founder of MerchPilotIQ, a fashion buying and merchandising consultancy. I help fashion and DTC brands improve buying, merchandising, trading performance and profitability, and grow across DTC and wholesale. I have 20+ years of buying, merchandising and commercial leadership across luxury, premium and multi-brand retail, including Prada, Alexander McQueen, Dolce & Gabbana, Selfridges and Accent. Based in London, available for project-based and part-time work.
Advise fashion and DTC brands on buying, merchandising, trading performance and commercial strategy, with a focus on practical actions that improve sales, margin and stock efficiency. • Solotoko (record label owned by DJ Sonny Fodera): developed a product collection from initial design and concept through product development, alongside the website build. • Daniel Footwear: identified new brands for the buying team and used industry contacts to help secure new distribution. • Egomark: worked with the multi-brand sales agency to identify relevant new brands for its portfolio. • Womenswear brands: helped brands sharpen their brand strategy and increase sales performance. • Provide fractional senior commercial leadership and an experienced external perspective for growing businesses that do not require a full-time senior hire.
Reported directly to the Founder and led 30+ people across the business, including store and online teams, with ownership of P&L, seasonal budgets and commercial performance. • Drove year-on-year double-digit sales growth from 2022 through a digital-first strategy and new categories. • Led the 2022 rebrand and elevation of the business, expanding the brand portfolio and repositioning it for a new target customer.
Managed men's RTW across the UK, Ireland, Sweden and Denmark, setting department strategy, sales targets and OTB while protecting brand positioning. • Led the strategy and growth plan for MTM tailoring and regularly presented short- and medium-term commercial strategies to senior stakeholders.
Managed RTW buying across 40 European boutiques and concessions, with OTB supporting approximately €80m annual turnover. • Partnered with design and product merchandising teams on special and exclusive product for Harrods and the UK market.
Managed ready-to-wear, footwear and accessories for European retail stores and separate assortments for the global online business. • Supported US menswear strategy and product selection.
Managed the luxury and formal department with a £30m annual OTB and a portfolio of 40+ own-bought and concession brands. • Introduced new brands and managed key brand-partner relationships to drive department growth.
Owned denim and men's contemporary buying across four Brown Thomas stores and BT2, managing a €9m OTB and department commercial performance.