Levi's finds the right fit for women's division

SAN FRANCISCO -- Levi's announced it has appointed Laurie Etheridge as the global lead of women's merchandising and design. As SVP women's merchandising and design for the Levi's brand, Etheridge will be responsible for the design, development and merchandising of all of Levi's women's product categories across all its regions. Etheridge joins the company from Perry Ellis International where she leads merchandising and design for women's global fashion brands, including Jantzen, Jag, Perry Ellis and Southpoint.

"Laurie is a savvy global business leader with a signature blend of merchandising expertise, product design instincts, operational rigor and financial acumen," said Robert Hanson, president of the global Levi's brand. "She has an innovative vision for women's merchandising and design and I am confident she is the right leader to build on the momentum of Levi's Curve ID."

Etheridge began her career at Levi Strauss & Co. 16 years ago, eventually serving as director of merchandising for Levi's juniors and girls product categories. Etheridge is returning to the company after successful stints at such global brands as Perry Ellis, Quiksilver and Speedo. Prior to Perry Ellis, Etheridge was SVP merchandising and esign for Roxy and Quicksilver women's brands where she was responsible for defining the brand product vision for the company's online and retail channels. As VP and GM of Speedo women's performance and girls, Etheridge led global strategic product initiatives including contributing to the design and development of 2008 Olympic performance swim suits.