Felicity McGahan: The Retail Visionary Transforming STRAND’s Journey
For Felicity McGahan, Group CEO of STRAND, success in retail isn’t just about selling—it’s about reinvention. Leading a 96-year-old Australian retailer through an evolution, she blends creative foresight, strategic thinking, and a knack for modernising heritage brands. STRAND, a speciality retailer for handbags and luggage, has flourished under her leadership, achieving double-digit growth and capturing the hearts (and wallets) of new demographics. Her versatile career spanning Australia, the USA, and Europe has uniquely positioned her to lead this transformation.
Whether you’re in retail, admire the art of reinvention, or are curious about what it takes to captivate Millennial and Gen Z consumers, Felicity’s story offers insights on thriving in the fast-paced world of consumer goods. From repositioning STRAND in the market to expanding its digital footprint and redesigning customer experiences, her leadership reflects the momentum of a bold retail visionary.
Felicity’s global expertise and targeted strategies are elevating STRAND, redefining its identity for future generations.
A Global Career in Retail
Felicity McGahan’s career in retail quite literally runs in her blood. Growing up in a family steeped in retail (her father owned a footwear chain, and her mother was a fashion stylist for notable brands like Sportsgirl), Felicity was destined for the industry. “When I grew up, [my mum] was styling Kylie Minogue for Locomotion,” she recalls.
Her professional ascent began with prominent roles at industry giants such as Esprit, Reebok, Gap, Sussan, Cotton On, and Sportsgirl. Not only did Felicity learn from industry-leading mentors, but she also became immersed in corporate cultures that encouraged innovation and adaptability. Her tenure at Gap North America, where she served as VP of Marketing, solidified her understanding of branding, retail operations, and reaching diverse audiences.
This global perspective—shaped across continents—gave her a unique ability to adapt to various markets and customer behaviours. Each role honed her skills in merchandising, digital transformation, and leadership, arming her with tools she would later use to breathe new life into STRAND.
Transforming a Legacy Brand for the Modern Consumer
From Heritage to Relevance
Founded in 1927, STRAND (formerly Strandbags) has been a fixture in shopping centres across Australia and New Zealand. However, like many legacy brands, it faced the challenge of remaining relevant in an increasingly competitive market. Recognising the risk of stagnation, Felicity spearheaded a modernisation strategy centred on branding, product curation, and customer engagement.
“We really wanted to move from a discount retailer to a great value fashion and lifestyle brand,” explains Felicity. It was clear that a transformation was necessary—not to alienate its traditional customer base but to capture the hearts of Millennials and Gen Z customers. The newly refreshed brand now focuses on a broader audience, introducing private labels like Evity (leather goods) and Nere (travel and luggage) while shedding 28% of its inventory to create a more curated shopping experience.
Strategic Product Development
STRAND’s success under Felicity’s guidance stems from a renewed focus on high-performance product lines. Evity, launched in 2022, achieved over $100 million in sales within its first year. Nere similarly exceeded expectations, demonstrating STRAND’s ability to appeal to contemporary tastes without abandoning its traditional values.
By balancing affordability and premium appeal, STRAND offers handbags priced from $29 to $249. This wide price range ensures accessibility for diverse budgets, making it an attractive option amid rising cost-of-living pressures.
Youth-Focused Innovations
The reimagined STRAND is acutely aware of the growing influence of younger consumers. To connect with this demographic, the company is developing youth-oriented sub-brands tailored to emerging trends. Scheduled for launch in May 2023, this initiative underscores STRAND’s commitment to sustaining relevance and vibrancy for generations to come.
Leveraging Digital Transformation
Felicity is not just revitalising STRAND’s physical presence; she’s also driving a robust digital transformation. Under her leadership, online traffic has surged by 60%, and digital engagement is at an all-time high. For STRAND, e-commerce isn’t just a secondary channel—it’s a key component of its future growth.
Investments in user-friendly online platforms, data-driven sales strategies, and digital marketing have positioned STRAND as a leader in retail innovation. Felicity’s emphasis on omnichannel experiences ensures that customers can seamlessly browse online and shop in-store, further cementing STRAND’s reputation as a forward-thinking brand.
Resilient Results in a Post-Pandemic Era
It is no secret that the pandemic wreaked havoc across the retail and travel sectors. Despite this, STRAND has emerged stronger, reporting a 17% growth compared to pre-COVID figures. Travel bag sales alone have soared by 30%, showcasing STRAND’s ability to adapt and thrive despite external challenges.
But McGahan’s optimism doesn’t stop there. With the holiday season around the corner, she has positioned STRAND to capitalise on festive spending. With an inspiring focus on bringing joy to customers, the company’s revamped strategy is poised for success in this peak retail period.
Fostering STRAND’s Community and Core Values
McGahan’s leadership also extends beyond operational strategies. Under her guidance, STRAND has reaffirmed its commitment to delivering value to its customers. From handbags priced at $29 to premium options at $249, the brand offers a diverse range to suit all budgets without compromising quality or style. Her empathetic approach stems from understanding that customer trust is the defining factor of any long-lasting retail brand.
“Making sure they’re getting incredible value” has been a driving principle for McGahan and underscores STRAND’s community-first ethos.
Lessons From a Transformational Leader
Empathy and Mentorship
Felicity credits much of her leadership style to the guidance she’s received throughout her career. Surrounded by what she calls a “global village” of mentors and collaborators, she’s cultivated a leadership philosophy steeped in empathy and collaboration.
Championing Reinvention
Reinvention, as Felicity asserts, is at the heart of staying relevant in retail. Her ability to modernise STRAND while protecting its heritage is a case study in balancing legacy and innovation.
Felicity McGahan’s Bold Vision
Felicity McGahan’s vision for STRAND goes well beyond the present. With goals of international expansion and continued growth in private labels, the company is poised to become a global household name. By combining innovation, inclusivity, and an unwavering focus on customer value, STRAND’s transformation under McGahan is truly a masterclass in strategic leadership.
STRAND’s story is far from over. If the brand’s recent milestones under McGahan are any indication, its next chapter promises to be even more exciting.
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