Hudson’s Bay adds position to lead partnerships

Ed Burstell will join Hudson’s Bay Company’s leadership team as head of partnerships.



In this newly created position, Burstell will develop and lead partnerships to drive innovative and exclusive offerings across all of HBC’s banners globally — a move that will help differentiate the company across the marketplace. Burstell, who comes aboard on Dec. 5, will report to the company’s CEO Jerry Storch.



Burstell spent the last eight years with Liberty of London where he was responsible for revitalizing the brand through innovative partnerships, including Liberty of London’s first-ever collaborations and pop-up shops with Hermes and Manolo Blahnik, and collaborations with Nike and Uniqlo.



Prior to Liberty of London, Burstell was senior VP of accessories, footwear, fine jewelry, designer jewelry, cosmetics and fragrance at Bergdorf Goodman. Before that, he was general manager of Henri Bendel.