G-III Apparel Group Appointed New Direct-to-Consumer Lead
The fashion retailer has tapped an industry veteran to manage its direct-to-consumer and digital growth strategy.
Updated on Oct. 5, 2026 in Retail
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G-III Apparel Group has appointed Emily George as president of direct-to-consumer for North America, effective October 5, 2026. The move aims to bolster the company's retail and digital operations as it manages a growing portfolio of fashion brands.
Why it matters
The hire reflects G-III's broader focus on scaling its direct-to-consumer retail footprint to support long-term sales targets. This strategy is critical for operators navigating the shift from wholesale-dependent models to integrated digital and brick-and-mortar retail experiences.
G-III Apparel Group expects its total annual sales to reach $2.7 billion, while the Marc Jacobs brand, co-owned in a 50/50 joint venture with WHP Global, eyes long-term annual revenue of $1 billion. The Marc Jacobs business currently spans more than 100 retail stores.
The players
Emily George
The new president of direct-to-consumer, North America, who previously held roles at Balmain and Marc Jacobs.
G-III Apparel Group
A global apparel company that designs, sources, and markets a portfolio of fashion brands through wholesale, retail, and e-commerce channels.
WHP Global
A brand management firm that holds a 50 percent ownership stake in the Marc Jacobs brand alongside G-III Apparel Group.
The details
George joins G-III after nearly 20 years at Marc Jacobs and a recent tenure at Balmain to oversee the company's e-commerce and retail channels. G-III currently operates the wholesale, retail, and e-commerce segments for Marc Jacobs, which was acquired for $925 million. This leadership change aligns with the company's objective to drive digital growth despite the brand currently being dilutive to G-III's bottom line.
Timeline
Emily George began her role as president on October 5, 2026.
G-III released second-quarter results in September 2026.
Market Landscape
The appointment follows the $925 million acquisition of the Marc Jacobs brand, which set the structural foundation for G-III's current retail integration strategy. This move marks a continuation of G-III's efforts to centralize its digital and retail management for brands within its portfolio.
Retail operators should monitor G-III's pivot toward integrated digital-first retail models as a benchmark for scaling multi-brand operations. Tracking how the company manages the dilutive phase of brand transitions can provide insights into managing short-term margin pressures.
The takeaway
The addition of a seasoned executive to oversee direct-to-consumer channels suggests that G-III is prioritizing brand equity and digital penetration to hit its $1 billion long-term sales goal for Marc Jacobs. Operators should audit their own digital-to-physical revenue splits to evaluate their readiness for similar growth phases.
Further reading
For more on industry-wide shifts in digital sales, see our Retail section.
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