Michael Crotty, after many years as a top marketing executive in luxury and department stores, has switched to specialty retailing by joining The Shade Store as chief marketing officer.
The Shade Store, based in Port Chester, N.Y., is a family-run, custom window treatment business that’s been expanding nationally. The 70-year-old company will open its 41st showroom in June in Miami, and primarily operates in lifestyle centers and upscale urban areas. Additional showroom openings are set for West Palm Beach, Fla.; Georgetown in Washington D.C.; Las Vegas, and Newport Beach, Calif.
Crotty will be responsible for directing the overarching brand strategy and integrated marketing efforts across all channels of business. A seasoned executive with more than 25 years multichannel retailing and brand management marketing experience, Crotty was most recently executive vice president and chief marketing officer for the Hudson’s Bay and Lord & Taylor chains, operated by the Hudson Bay Co. Earlier, he held senior positions at Bergdorf Goodman, Neiman Marcus and Nordstrom.
“Michael is a pivotal addition to The Shade Store family,” said Adam Gibbs, chief executive officer of The Shade Store. “His luxury retail experience will be an asset to our team as we look to support our growing showroom base and build the visibility of the brand in the consumer and design trade industry.”
“In luxury retail the customer experience is key and The Shade Store is an exciting opportunity for me because of the way the company approaches a specialty industry with a true service mind-set,” Crotty told WWD. “In its own unique way, the company is revolutionizing the window treatment industry by simplifying and stylizing what are often perceived to be complicated and intimidating purchases. The 40 showrooms and robust online platform make it easy for both consumers and professional interior designers to order any type of custom window treatment.”
The Shade Store has a collection of more than 900 fabrics and materials and handcrafts its window treatments in the U.S. The window treatments are hung and tested for quality assurance, and shipped free in 10 days or less. The company’s design services cater to consumers and the design trade and offer free swatches, photo rendering and measure and installation experts. For each purchase, The Shade Store provides the ‘gift of shade’ by planting a tree with the Arbor Day Foundation.