Mosaic Fashions has appointed Wolverine’s Gordon Baird as managing director of its Shoe Studio footwear business.
Baird was previously president of the Heritage Brands Group at Wolverine Worldwide where his responsibilities included global management of the CAT and Harvey Davidson brands. Prior to joining Wolverine, Baird was managing director of Adidas Northern Europe and managing director of Timberland for the UK and Scandinavia.
In addition, Shoe Studio interim managing director Amanda Burrows, has been made creative director of the footwear business. Burrows will lead the positioning of the brands and the product design and buying process.
Baird’s appointment will surprise the footwear sector which expected Mosaic Fashions to appoint an experienced retailer to the post. However Mosaic Fashions chief executive Derek Lovelock said that Baird’s branded experience was vital to the turnaround of Shoe Studio. He said: “Our business is about creating and selling brands, not just about understanding the footwear market. Gordon has a lot of branded experience and has also shown his ability to lead turnarounds, such as at Adidas. He will complement Amanda.”
The appointment of Baird follows the departure of Shoe Studio chief operating officer John Egan who left the business in February.
Egan joined Shoe Studio in 1999 but took over as chief operating officer in November 2006 when the business, which is part of Rubicon Retail, was acquired by Mosaic Fashions.