EXCLUSIVE: Birdy Grey Names Jill Layfield CEO as It Prepares to Expand Into Menswear With Groomsmen Suiting
Birdy Grey is in expansion mode, and has brought in a chief executive officer to lead the charge.
Jill Layfield has been named CEO of the bridalwear start-up, founded in 2017 by Grace Lee and Monica Ashauer.
More from WWD
Heavily Layered Looks Were the Highlight of Paris Men's Street Style
EXCLUSIVE: Spanish Men's Label Unfeigned Debuts First International Flagship in Paris' Marais
Layfield, whose first day was Jan. 6, cofounded Tamara Mellon with the former Jimmy Choo cofounder and served as the CEO from 2016 to 2021.
Layfield also helmed James Michelle Jewelry and Backcountry, as the CEO and president of it for 11 years during which she grew the company’s revenue from $20 million to more than $500 million and sold it to private equity.
“Looking at digitally native brands for the last 25 years of my career, it’s very rare to see a business with such impressive growth alongside incredible financial discipline,” Layfield told WWD of Birdy Grey. “To have reached this scale and profitably without raising a lot of capital is incredibly impressive. I give all the credit to Grace and Monica. They not only build a great brand, but a very high-functioning and positive culture.”
Last year the direct-to-consumer bridal company, which launched with bridesmaid dresses and has grown to include wedding dresses, accessories, footwear and gifts, brought in more than $100 million of revenue. Growth has been up 60 percent year-over-year for the past five years, and Layfield shared the company expects to maintain double-digit growth this year — especially with the launch of menswear suiting.
“We’re thinking about customer obsession and really understanding what our customer isn’t getting in the market today, what we can do differently, and what we can do better,” Layfield shared.
In March, Birdy Grey will launch menswear suiting with a focus on comfort with flexible waistbands, and details such as picked stitching, starting at $199 — which is how much some groomsmen spend on suit rentals. “We want to outfit the entire wedding party,” Layfield said. “We want to be thoughtful about what the bridal party needs throughout the journey of planning and having a wedding. You’ll see that with our men’s launch coming up with suits.”
“We know our bride, our bridesmaids and our groomsmen today want selection, product to fit, well, look beautiful, and for us to take care of them,” Layfield added. “One of the things I was struck with when I joined Birdy Grey is the stakes are high in this category. It’s one of life’s biggest moments, and we’re here to make it the best possible experience. With that comes great responsibility.”
Best of WWD
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.
