Neiman’s Bergdorf Goodman elevates two women leaders

Bergdorf Goodman has promoted Cheryl Han to senior VP of BergdorfGoodman.com and customer strategy. Additionally, Melissa Xides has been promoted to senior VP of Bergdorf Goodman stores and brand operations.

Bergdorf’s is part of the Neiman Marcus Group, a woman-co-founded and majority-women-led organization. Women represent the majority of its board, more than 50% of leaders (VP and above), and 68% of all corporate and store employees. In addition, more than 50% of its 9,000 associates identify as minorities.

Han joined Bergdorf’s in September 2018 as a contractor and partnered with Darcy Penick, president of the company, to lead and establish the strategic growth plan for BergdorfGoodman.com. After leading the overhaul of the BG site experience and its first app in partnership with its tech organization, she transitioned in-house as VP of Bergdorf Goodman Online (BGO) in February 2020. Under her leadership, the company increased its investment and focused on customer strategies and customer relationship management, delivering strong results in the business.

Previously, Han was the CEO and founder of Keaton Row, which focused on delivering online personal styling services. Prior to this, she consulted with Neiman Marcus.

Xides joined the company in July 2019 as VP of customer experience, leading Bergdorf Goodman stores end-to-end responsibilities. She has also played a critical leadership role in the retailer’s environmental, social, governance strategy.

Previously, she held a variety of executive leadership roles across stores, direct-to-consumer buying and retail for leading consumer brands, including SoulCycle, Tory Burch, Jack Spade, Kate Spade, and Gap.  

"I am incredibly proud of the work Cheryl and Melissa have done to build and develop talented teams, establish, and effectively deliver channel and customer strategies that are creating exciting momentum in the business,” said Penick. “With their direction, I am confident that we will build upon our success as we continue to innovate on the luxury customer experience both online and in-store.”