Co-owner of Directives West Leaves After More Than a Decade
As of Jan. 1, there will be only one Sandy at Directives West.
Sandy Potter, co-owner of the Los Angeles–based buying office and retail consultancy, is leaving the company to pursue other opportunities within the apparel industry. Sandy Richmond will be the sole owner of the 25-year-old company she founded with Mona Danford.
Potter joined the business as a co-owner 15 years ago, when she purchased Danford’s 50 percent ownership share. She headed up the juniors, young men’s, boys’, girls’ and dress divisions for Directives West, while Richmond focused on the contemporary and accessories divisions. With Potter’s departure, Richmond will now oversee all markets for the company.
The “two Sandys” are working on creating a seamless transition for their clients, which include major department stores, retail chains and boutiques.
Their efforts include shoring up Potter’s side of the business. Shelda Hartwell-Hale will continue as vice president of juniors and will report to Richmond. Carrie Harris has been promoted from merchandise manager to vice president. She will also report directly to Richmond, as will Melissa Verrecchia, dress market analyst. Halle Redman, the merchandise manager for juniors, will report to Hartwell-Hale. And Debbie Waggener, market analyst for better girls, swimwear and accessories, will report to Harris.
Potter said she does not have firm plans for the next phase of her career, as of yet, but she said, “I have a lot of ideas in the percolator.”
“Sandy and I have worked it out so I have the opportunity to explore and develop some creative ideas—all having to do with Los Angeles and the energy and dynamics going on in the fashion industry here,” Potter said.
She will continue to “do some transition work” at Directives West, including leading the Directives West presentation on the young men’s and boys’ market at the MAGIC Marketplace in February in Las Vegas.
Richmond said she expected no change in the direction of the company.
“We all wish Sandy the best,” she said, adding, “I’m very confident with my team— every single one of them. 2007 is going to be an exciting year for us.” —Alison A. Nieder
