Veronica Beard Continues Expansion Plans With New Stores and International Focus
Veronica Beard is in growth mode. This year alone, the women’s lifestyle brand is set to launch eight new stores in key markets such as Seattle, Philadelphia and Aspen, Colo. And the company is focused on international expansion as well, having opened its second London location in August 2024.
But after 15 years in business, co-founders and sister-in-laws Veronica Swanson Beard and Veronica Miele Beard believe in keeping a steady and purposeful pace to expansion opportunities. At least, that’s how they’ve operated in the past.
“I always said necessity is the mother of invention,” said Swanson Beard on scaling the business.
Miele Beard explained, “Different categories spun out of this organic supply, demand, need in the market — and that luxury appeal at that price point that didn’t exist. There was this white space for us, and we just kept filling as the market asked for it.”
The core focus for the brand has always been providing wardrobe essentials that allow women to operate in confidence, in any situation. “The ‘woman’ is at the helm of all that we’re doing,” said Miele Beard.
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Ready-to-wear collections continue to be the company’s bread and butter, from jackets to jeans, but newer accessories categories, such as footwear and handbags, have proven to be strong sales drivers. Handbags launched last winter, while Veronica Beard debuted its first footwear collection in 2020 under a partnership with Caleres.
“We’ve seen phenomenal growth in our footwear business with them,” said Caleres president and chief executive officer Jay Schmidt. “We love the the way the line has evolved to a modern take on luxury footwear for the contemporary consumer.”
The brand’s shoe category has grown from single to double digits for the business. And retail partners are reaping the benefits.
“Veronica Beard has been an incredible partner to us at Nordstrom, and we’ve been thrilled with the success of their footwear,” added Tacey Powers, executive vice president and general merchandise manager for shoes at Nordstrom. “The collection features a versatile assortment of styles across occasion, and our customers love the opportunity to pair the footwear with Veronica Beard apparel.”
The sisters-in-law are now using their platform to create opportunities for the next generation of designers. Last month, they announced the CFDA x Veronica Beard Creative Futures Scholarship, which will award $50,000 grants to four undergraduate juniors in fashion design or textiles programs at an American college. Finalists also can participate in an internship at the brand’s New York headquarters.
Here, the founders discuss their company’s plans for the year ahead, including global expansion and product innovation.
It’s been 15 years since you launched, a big milestone for any brand. How does Veronica Beard today match your initial vision?
Veronica Swanson Beard: “We never knew how big was big. We started with one jacket, and that jacket concept has informed every category in the whole business. After that first season, that first fall, we had eight accounts, so we had to create a capsule collection for spring. We needed to sell dresses and skirts and tops that were going to go with the spring version of the jacket. It immediately became that, and then we’ve just sort of iterated and grown from there.”
Veronica Miele Beard: “We always designed from ‘lifestyle.’ What does she need in her
closet? What’s missing? The jacket is metaphoric for versatility.”
Shoes have been a growth driver despite intense competition in the market. What’s your formula for success?
VSB: “For shoes, what we did was look at her footwear closet and what she needed. You need the perfect sneaker, the great boot, the flat, the heel for evening, all of those pieces. Our customer is smart about shopping. She wants quality, she wants fit, but she’s also very aware of the market and price values, [so] comfort and price points [were key].”
VMB: “It’s exponentially growing. We study data on how many of these shoes we’re selling and where we’re selling them. We always wanted to nail sneakers, and it took a while because the sneaker market is fast, and we’re not Nike. People don’t think of Veronica Beard for sneakers, but now the Valentina sneaker is [one of] the top five SKUs.”
How is your emphasis on opening your own stores paying off?
VSB: “In department stores, while it was the most incredible marketing and brand awareness and brand-building [tool], wherever we were sold, there wasn’t enough space to punctuate what we were doing from that lifestyle perspective. So now our customer [has] this one-stop experience, where they come in and they’re outfitted [from head to toe]. This world of Veronica Beard is best expressed through our stores.”
VMB: “Our focus is really on international. We opened a store in London, one in Toronto and one in Montreal, with another store coming in Vancouver. Canada is a very strong market for us. We’re selling in South Korea right now in a wholesale way, but we’re going to make a push for Korea and hopefully getting into Asia. [The customer] is also craving our price point, and the timelessness of our clothes makes them translatable to so many different markets.”
How do you make sure you’re differentiated in the market?
VSB: “Product is always our biggest focus. Your competition is nipping at your heels and in a way that creates such anxiety, but there are so many customers out there, and there’s so much room for all of us. It’s just getting the best product out there that really addresses her lifestyle.”
VMB: “It’s the details. It’s not just putting it in a formula and spinning it. It’s like, ‘Wait, stop a second. I don’t like this fabric. Just get rid of it.’ It’s a lot of quality control and thoughtfulness. Not just selling product but selling it with pride. That really reflects what this brand stands for.”
What has it been like working side-by-side as partners through the years?
VSB: “A funny fact is that we have shared an office since we’ve had an office. We have two desks in an office, which, I think, is such a unique thing. Veronica and I operate a lot as a two-headed dragon. And we also have figured out over 15 years, like in any marriage, what you do and what your partner does. We have different strengths and weaknesses. And we pick up the ball for each other. Frankly, we’re super lucky.”
VMB: “It’s respect. We respect each other’s vantage, and if Veronica feels strongly about something, I let her be because it’s for the betterment of this company. And I trust her, I trust her taste, I trust her inclinations.”
Being two female leaders at the helm of a business, how do you try to empower other women at Veronica Beard?
VMB: “Internally, we have to practice what we preach. A lot of [our team members] are having babies. A lot of women are the breadwinners in their families. We’re really sensitive to this because we go through that, too. Veronica and I have eight kids in all. We know [our families are] what’s most important to us, and we know that it’s most important to our employees. So we think through those issues here more than maybe some companies.”
What programs are in place to support them?
VMB: “We have this department called VB You, and it’s about the employee. It’s empowering employees to cross over to different departments — design, production — and they get to know each other and work with each other. It’s more of a communal effort than it is these siloed departments. We really try to do things differently here.”
