Brand/Business Challenge

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Traub Role

TRAUB worked on the overall strategy for Tsum-Mercury, secured Ralph Lauren for the Tsum store, developed an organizational structure, recruited for key roles, created and refined the business plan, designed the store, developed a merchandising plan/mix and created a promotional calendar.


The project had a highly successful launch with results exceeding plan.

“Working with TRAUB was instrumental

in helping plan and execute

our merchandising schemes for Tsum.”
– Alla Verber, CEO, TSUM