A Jolt of Caffeine for Eddie Bauer

Eddie Bauer (Redmond, Wash.) has named Engle Saez, former Starbucks marketing executive, as senior vp and chief creative officer, entrusted with “providing the global strategic vision and creative definition for the Eddie Bauer brand across all channels [retail, catalog and e-commerce] and concepts [Eddie Bauer, Eddie Bauer Home and Eddie Bauer Outlet].”

Saez will report directly to president of apparel Steve Newman, and will also serve as a member of the Eddie Bauer executive cabinet.

“I can think of very few brands that have the reputation for quality, authenticity and superior customer service that Eddie Bauer has earned over the years,” said Saez, who was formerly Starbucks'senior vp of marketing and category management. “Our goal will be to ensure Eddie Bauer continues to evolve on a basis consistent with the brand's core values and attributes, while developing a fresh, consumer-relevant and globally integrated brand and creative strategy.”

At Starbucks, according to the Eddie Bauer statement, “Saez was responsible for defining, developing and managing the evolution and life cycle of products, services and in-store environments that worked in synergy to evolve the Starbucks brand.” Saez, an architect by training, had previously been chairman and ceo of Atlantic Rancher Co., an apparel manufacturer. He also served stints at Esprit de Corp., The Stride Rite Corp., G.H. Bass and Co. and the Timberland Co.

Saez succeeds Lisa Bayne, a 14-year Eddie Bauer veteran who was senior vp of creative services until she left the company in November for a job with Smith & Hawken Ltd.

Eddie Bauer, a division of Spiegel Inc. (Downers Grove, Ill.), has struggled during the past two years. It saw its same-store sales fall 15 percent during 2001 and announced earlier this year of plans to close 45 underperforming stores in 2002. In January, president and ceo Richard Fersch unexpectedly announced his immediate retirement (prompted, a spokeswoman said at the time, by the problems the retailer was suffering). Spiegel ceo Martin Zaepfel has stepped in while the company continues its search for a replacement.

Some analysts said upon hearing the news that Saez's appointment could be a shot in the arm for the struggling lifestyle retailer. Investors evidently agreed. Spiegel's stock price jumped 22 percent on the day of the announcement. It will announce its March sales results for its three divisions — Eddie Bauer, a catalog operation and an outlet retailing operation — later today.