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Outdoor clothing firm Woolrich strengthens product team
Sep '12
Woolrich, the Original Outdoor Clothing Company, has promoted Donna Fitch to Vice President of Merchandising and hired Karuna Scheinfeld as Vice President of Design.

The new appointments add talent, energy and enthusiasm to a traditionally strong product team, and underscore the company’s longstanding commitment to quality and design. 
“Donna and Karuna are powerful additions to the Woolrich team,” said Woolrich President Nick Brayton.  “Both have a great understanding and passion for the brand, and together they will be instrumental in driving products for all of our consumer bases.”
Fitch joined Woolrich in January of this year as the director of Men’s Merchandising.  In her new position she will be responsible for product positioning, merchandise planning, and product costing for men’s and women’s sportswear, outerwear and blankets. 
“In the short time that Donna has been with us she has proven to be a very valuable member of our team,” added Brayton.  “She’s brought tremendous focus and consistency to our collections while developing new growth opportunities.”
Scheinfeld joins Woolrich from W.P. Lavori where she was Head of Men’s Design of the Woolrich John Rich and Bros. collection.  As VP of Design, Scheinfeld will be responsible for directing all efforts in overall brand and product direction and design of all branded products, including all licensing partners.
“Karuna has done an exceptional job with the John Rich & Bros. collection and we are excited to see her talents put to work on our Outdoor Collection,” said Brayton.
Prior to joining W.P. Lavori in 2008, Scheinfeld had worked with various brands including American Eagle Outfitter’s Martin + Osa collection, co-founded Martin Wynn, and designed for Ralph Lauren Purple Label and Dolce & Gabbana.
“Woolrich has always been a brand that designed clothing for an end use, whether it was for the early settlers or explorers, and I am excited to continue that tradition by taking inspiration from the past to make garments with purpose for today," said Scheinfeld.
The originator of classic designs like the 503 Classic Hunt Coat, Arctic Parka, and Stag jacket, Woolrich has been creating products of purpose for American outdoorsmen since 1830.  Thanks in part to these designs, Woolrich has seen renewed strength in the market as the plaid, Americana, and heritage trends continue to be strong.


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