Samir Desai Joins Abercrombie & Fitch As First Chief Digital and Technology Officer

Lisa Johnston
Editor-in-Chief, CGT
a person smiling for the camera
a store front at day

Samir Desai has been named chief digital and technology officer of Abercrombie & Fitch Co., a new role for the company.

Desai will be responsible for leading the apparel and accessories retailer’s ongoing digital transformation strategy, including developing strategic initiatives through data and analytics.

The company operates approximately 730 stores under the Abercrombie & Fitch, Abercrombie Kids, Hollister, Gilly Hicks and Social Tourist brands in North America, Europe, Asia and the Middle East, and he’ll also be tasked with evolving its brand portfolio into individually tailored digital experiences, as well as optimizing customer and user experiences.

[See also: Evolution of How Consumers Shop]

Most recently chief technology officer at Equinox, Desai led the development and execution of the fitness company’s data strategy across its brand portfolio. During his 15-year-plus tenure, he helped launch a direct-to-consumer digital media business, as well as create customer experiences fusing physical and digital strategies.

Fran Horowitz, Abercrombie & Fitch Co CEO, said Desai’s robust background and deep technology knowledge will bring strong value to company as it transforms to a digitally led retailer.

“Over the past several years, we have prioritized investing in our digital capabilities,” she added. “With Samir's leadership, we look forward to further enhancing our omni-channel experiences and technology practices to remain close to our global customers.”

Reporting to Horowitz, Desai will be a member of Abercrombie & Fitch Co.’s executive steering committee.

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