Great timing to check in with Pacific retailer

Steve’s breakdown: PSEB Group, a new operating company composed of Eddie Bauer and PacSun has just brought on a new President for PacSun in addition to a new marketing team.

We think all the ducks are lined up for an advertising review to take place very soon.

ANAHEIM, CA: Pacific Sunwear of California (PacSun) has named a 12-year veteran as its new president.

The teen apparel retailer appointed Alfred Chang as president. He will report to Mike Egeck, CEO of PSEB Group, a new operating company composed of Eddie Bauer and PacSun.

Chang was most recently PacSun’s executive VP of men’s merchandising & design and chief brand officer. In this role, he managed all merchandising and design for the men’s division, as well as e-commerce and marketing for the company.

“Alfred is a passionate and innovative brand builder, and we are pleased to name him President of PacSun,” said Egeck. “His contributions to PacSun – including growing the men’s business, cultivating brand partnerships, and leading overall brand strategy – have been instrumental to PacSun’s recent success and have positioned the business well for future growth.”

Separately, PacSun also named Brie Olson as executive VP and chief merchandising officer for both men’s and women’s divisions, and Joel Quill was named VP of stores. Both executives will report to Chang.

The appointments coincide with the creation of the new PSEB Group. Golden Gate Capital established this new operating company for Eddie Bauer and PacSun, both companies which were acquired out of bankruptcy. Golden Gate bought PacSun out of bankruptcy in fall 2016. (In March 2017, CEO Gary Schoenfeld departed the chain, and James Gulmi, CFO of Genesco Inc. from 1996 to 2015, was named interim CEO.) Eddie Bauer was acquired by Golden Gate in 2009 at a bankruptcy auction.

The transaction, which is subject to certain closing conditions, is expected to close in the third quarter of 2018.

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