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Turnaround Consulting & Wholesale Marketing Management: The Milltex Success Story
Milltex, a prominent importer of luxury European lingerie brands such as Lise Charmel, Chantal Thomass, and Triumph International, faced significant financial challenges when I joined as Sales, Operations, and Marketing Director. Despite its prestigious product lineup and reputation, the company was operating in the red and struggling to navigate the competitive wholesale fashion industry. It needed a complete transformation to regain profitability and secure its place as a leader in the market.
I began by implementing a comprehensive turnaround strategy that addressed every aspect of the business. This included streamlining international procurement and vendor relationships to optimize costs and improve margins. I also overhauled the company’s branding and marketing, creating a new website, marketing materials, and sales tools to reflect Milltex’s premium positioning. These efforts were supported by a robust public relations strategy to amplify the brand’s visibility and reputation in the industry.
Beyond internal improvements, I managed the company’s extensive trade show presence, including prestigious events like Coterie and Curve NYC in Las Vegas, Los Angeles, and New York. These shows and attending the Paris Lingerie Show annually allowed me to strengthen relationships with high-profile retailers like Victoria’s Secret, Neiman Marcus, Fredrick’s of Hollywood, and Bergdorf Goodman. My showroom management and direct sales efforts resulted in expanded market reach and stronger partnerships with luxury boutiques and department stores across the USA.
Additionally, I led an IT overhaul to integrate advanced systems for sales tracking and operations, ensuring the company could scale efficiently. I established a cohesive strategy that drove growth by overseeing branding, vendor relationships, and marketing as the company’s de facto CMO. Within two years, these initiatives turned Milltex’s financial trajectory around, from operating at a loss to generating over $2 million in profit.
- Dannet Botkin, Business & Marketing Consultant
“Dannet continuously went above and beyond for the good of the company. I will always have enormous respect and admiration for her. She is among the most efficient, creative, reliable, and successful people Milltex has ever worked with.” – Georges Abdelnour, Milltex Owner