How James Rhee Turned Ashley Stewart Into a Sales Powerhouse | CEO Sales Huddle with Che Brown

Running a retail business, especially one focused on plus-sized fashion for African American women, was a challenge for James Rhee when he took over Ashley Stewart in 2013. The brand was struggling, and the market was not giving these women the attention they deserved. The plus-size women’s apparel market is a $30.7 billion business, but Ashley Stewart faced two challenges—catering to full-figured African American women and staying profitable. Amid efforts to celebrate women’s empowerment and inclusivity, the pandemic hit, forcing Ashley Stewart to close its 88 stores. The struggle intensified, but Rhee’s commitment to his employees and customers remained strong. In a crisis, Rhee prioritized people over profits. He transformed store employees into community outreach workers, nurturing relationships with customers. This ‘people-first’ approach, while impacting the bottom line, emphasized the importance of maintaining customer trust—a crucial aspect in any sales strategy. Rhee’s initial plan to turn around Ashley Stewart involved placing the Black woman at the center of the business narrative. By building an ecosystem tailored to their needs and preferences, he created a retail model with a mathematically sound supply/demand equation. This strategy supported a marketing approach leveraging highly engaged customer relationships. My Big Takeaway: Rhee’s success with Ashley Stewart underscores the importance of having a well-defined sales system, strategy, or leadership. By focusing on the customer, understanding their needs, and building trust, businesses cannot only survive but thrive. Join the www.CEOSalesHuddle.com for sales growth and business strategies. Stay Hungry. Stay Humble. Che Brown www.CEOSalesHuddle.com Connect with me: @IamCheBrown #CEOSalesHuddle #CEOSalesDashboard #CEOMasteryNetwork