REEMA MALHOTRA
Faridabad
Summary
Dynamic and seasoned apparel industry leader with over 33 years of experience managing high-impact merchandising, marketing, and sourcing strategies across global markets. Adept at leading large cross-functional teams, driving business growth, establishing profitable client relationships, and optimizing end-to-end product lifecycles. Recognized for deep product knowledge, strategic partnerships, and a relentless focus on excellence.
Overview
34
34
years of professional experience
Work History
Team Leader
Doen / American Eagle / Aerie / Gap / Gap Studio / Old Navy / Lands’ End
04.2024 - Current
- Company Overview: Worked in Apparels – US – Doen / American Eagle / Aerie / Gap / Gap Studio / Old Navy / Lands’ End Europe – Tom Tailor / Zara
- Leading a team of 90 members across Merchandising & Design
- Categories handling - Women’s Wear/ Men’s Wear / Lounge Wear / Denim’s
- Specialized multi processes product line for Doen / various Gap Collaboration’s & Gap Studio
- Achieved – Built new categories within existing businesses – Denims & Studio with GAP / Lounge with Old Navy
- Building new customers – Zara & Lands’ End
- Worked on projects to optimize fabric utilizations & production efficiencies to reduce over head costs
- Work upon budgets, annually and review mid-term as well on quarterly basis.
- Keeping teams Motivated & be approachable to them.
- Worked in Apparels – US – Doen / American Eagle / Aerie / Gap / Gap Studio / Old Navy / Lands’ End Europe – Tom Tailor / Zara
GM Marketing & Merchandising
Pee Empro Exports
01.2020 - 03.2024
- Company Overview: Middle East Market – Landmark – Splash / Lee Cooper Denims / Babyshop US – Caballero ( High End design) Damensch – Domestic Market
- Leading a team of 5 members (post Covid)
- Categories handling – Mens / Womens / Kids – all categories across Tops / Shirts / Dresses / Bottoms / Outerwear / Sweatshirts / Joggers and soft Denims
- Also shipped Surgical Gowns / Masks to Dental Association, California , US & Fortis Group in India
- Achieved – Strategically working with Top Management at the buyers, laying down road map for business growth
- Developing relationship with Top & Middle tier teams at the buyers end, to understand their requirements & guide the teams on how to deliver to their expectations
- Working very closely on Trend Forecast with the Designers at all customers base & the Design Cells at Triburg.
- Closely work with mills to source / develop newness in qualities / blends & textures.
- Work closely with the supply chain – factories and mills to bring them in sync to customer needs , in turn strengthening backbone of business
- Oversee Production through Critical dates monitoring. Red flags to be raised by the respective teams , where they feel the need for intervention
- Middle East Market – Landmark – Splash / Lee Cooper Denims / Babyshop US – Caballero ( High End design) Damensch – Domestic Market
Group Leader
Triburg
01.2017 - 03.2024
- Company Overview: Worked in Apparels
- Responsible for running the India Office , all departments , viz Design , Merchandising , Technical , Production, Quality, Shipping, Admin & Accounts
- Leading a team of 25 members
- Achieved : Narrowed down factory base from 19 to 6 factories on Apparels , consolidating the vendor base to make business a viable basket for all partners.
- Set up the Merchandising teams , as per needs of each customer.
- Set up the Production team to deliver quality product, “ First Time Right”
- Started Lands’ End & booked business worth USD 1Million , in the first 8 months
- Developed and maintained strong Business Relations with American & UK, Contemporary Brands as well as Specialty Retailers, viz: US High End Contemporary Brands: Joie , Paige , Diane Von Furstenberg , Ashley Longshore, JKD Studio Lii – Nicole Noselli US Specialty Retailer : Lands’ End UK High Street : John Lewis & Hush Australian Retailer : Just Jeans
- Worked in Apparels
Vice President
Alliance Merchandising Pvt Ltd.
10.2011 - 08.2015
- Company Overview: Worked in Apparels – USA - Abercrombie & Fitch & Lilly Pulitzer UK – Super Dry Mexico -- Price Shoes
- Leading a team of 12 members
- Achieved: Started and Developed Fashion business at the Delhi Office, and achieved turnover -- ANF -- from scratch to 11 m over 3 years.
- Super Dry – from initiation to 1.5 m in 1 year
- Lilly Pulitzer – from initiation to 1.8 m in 1 year
- Started Furniture business from Delhi office to ship store fixtures to ANF
- Set up all the required departments from Design , Marketing & Merchandising , Tech & Quality and Admin & IT in the office
- Developed strategic relations ships with Top management at customer base
- Worked in Apparels – USA - Abercrombie & Fitch & Lilly Pulitzer UK – Super Dry Mexico -- Price Shoes
Divisional Marketing and Merchandise Manager
Textile Sourcing Services Pvt Ltd.
10.2009 - 09.2011
- Company Overview: Worked in Apparels – ASDA George Women’s-wear Division
- Leading a team of 8 members
- Achieved: Growth in business by 78% in one year
- Developed versatile product categories across core and fashion in woven and jerseys over twelve factories
- Added Core volumes to the existing fashion business to build path for growth for the next year
- Arriving at attainable budget estimations for business
- Worked in Apparels – ASDA George Women’s-wear Division
Manager Merchandise
Impulse India Pvt. Ltd
02.2001 - 08.2009
- Led a team of 22 members
- Developed and maintained strong Business Relations with both, American and European, High end as well as Mass Market Buyers, viz: US High end buyers: Macy’s – Style & Co. and Club Room US Mass Market Buyers & Specialty Retailers: Target , Mervyn’s, JCPenny, Cold Water Creek, Old Navy, Jones, Sag Harbor . Europe High End Buyers: Hugo Boss, Maxmara, Mathew Williamson Europe Mass Market Buyers & Specialty Retailer: HNM, Esprit , EDC , Zara, Bershka, Miss Selfridge , Debenhams, Next , Trucco
- Worked in the Apparel division from February 2001 to January 2008
- Developed key accounts with TARGET ($18 million) and HNM ($8 million) from scratch ( goods shipped from India factories as well as Bangladesh)
- Worked in the Fashion Accessories & Home Furnishing division from February 2008 to August 2009
- Assessed the business viability of setting up an Accessories Division
- Setup Weaving units in Bijnor, Bhagalpur and Salem, which were supported by Fringing units to manufacture the right quality and variety of fabrics for SCARVES, SHAWLS and CANVAS BAGS
Divisional Marketing and Merchandise Manager
Shahi Exports Pvt. Ltd
06.1995 - 02.2001
- Worked in the Ladies High End Division
- Interacted with buyers like Limited Express, Tracy Rees, Liz Claiborne, Monsoon, Next, Newlook, Richards , Lane Bryant and Past Times
- Also worked with buying agents and liaison offices like Triburg, KDC , OTTO Agn , Impulse and Indian Inc.
Merchandise Manager
Holiday Exports (Indira International Group)
02.1993 - 05.1995
- Worked with buyers such as HNM and Next
Senior Merchandiser
Catwalk Collections
06.1991 - 12.1992
- Handled various accounts like Vestro and Laradoute with guidance from Senior Merchant
Education
Advanced Course - Commercial Pattern Making
National Institute of Fashion Technology
01.1992
B.Com (Hons) -
University of Delhi
01.1991
Diploma - Fashion Designing
South Delhi Polytechnic for Women
01.1991
Introduction to Fashion Art -
National Institute of Fashion Technology
01.1988
Skills
- Strategic Merchandising
- Global Sourcing
- Client Acquisition & Retention
- Product Development
- Cross-functional Team Leadership
- Budgeting & Cost Optimization
- Market Expansion
- Supply Chain Efficiency
Timeline
Team Leader
Doen / American Eagle / Aerie / Gap / Gap Studio / Old Navy / Lands’ End
04.2024 - Current
GM Marketing & Merchandising
Pee Empro Exports
01.2020 - 03.2024
Group Leader
Triburg
01.2017 - 03.2024
Vice President
Alliance Merchandising Pvt Ltd.
10.2011 - 08.2015
Divisional Marketing and Merchandise Manager
Textile Sourcing Services Pvt Ltd.
10.2009 - 09.2011
Manager Merchandise
Impulse India Pvt. Ltd
02.2001 - 08.2009
Divisional Marketing and Merchandise Manager
Shahi Exports Pvt. Ltd
06.1995 - 02.2001
Merchandise Manager
Holiday Exports (Indira International Group)
02.1993 - 05.1995
Senior Merchandiser
Catwalk Collections
06.1991 - 12.1992
Advanced Course - Commercial Pattern Making
National Institute of Fashion Technology
B.Com (Hons) -
University of Delhi
Diploma - Fashion Designing
South Delhi Polytechnic for Women
Introduction to Fashion Art -
National Institute of Fashion Technology