WHO WE ARE

Retail has never just been about selling things—it’s about creating connection and shaping experiences.

After nearly 20 years in the industry, I’ve seen firsthand how quickly things change—how consumer habits shift, how brands evolve, and how retailers need to keep up. I’ve worked with companies big and small, and the through line has always been this: the ones who succeed are the ones who adapt.

That’s why I started this studio—to help brands navigate those shifts with clarity and creativity.

With over 15 years in fashion, from luxury to everyday markets, I’ve learned how to build strong merchandising strategies that actually move the needle. At Fred Segal, I led the merchandising team as SVP, helping to grow the business through smart planning and thoughtful curation.

I’ve always loved spotting trends early, finding white space, and helping brands carve out their place in the market. Now, I get to bring that experience to the table for other brands—helping them grow, evolve, and thrive.

Ash Petrie, Founder