DEVANG. D. PAREKH
Retail: Business Analyst, Category Management, Brand Management, Planning & Merchandising, Assortment Planning, ERP Implementation, P& L, Operation, Brand & Collection Launch
A rich dynamic professional with experience in Category Management, Brand Management, Planning, Merchandising & Operation
Adept in managing overall profitability of operations and accountable for strategic utilization and deployment of available resources to achieve organizational objectives (P&L).
Expertise in developing & managing retail channels in order to derive the required market share, revenue and profit of the organization.
Prepared pricing strategy, option & range plan for Brand, Department, category & store assortment
Defining the timeline for the replenishment cycle & SOP implementation
Maximising sales and profitability in the business by potentialising trading of all stores across regions and territories
Excellent interpersonal, analytical & negotiation skills with proven track record of spearheading numerous projects during the career span
Has been core team member defining the blueprint for implementation of JDA, SAP & AX Dynamic
Budget Management Category Management Brand Management Retail Operation Merchandising Assortment Planning Vendor Management Contract Negotiation Auto Replenishment Supply Chain Function Team Management Process Orientation & SOP Opportunistic Implementation, JDA, SAP & AX Dynamic
Brother 88 (The Republic) – Kuwait from- November 2017
Head of Planning & Merchandising & Operation: - Reporting to Chairman and Business Head
Key focus area are Budget, Sales forecast, Planning & Merchandising
Analyze how the brand positioned in the market and develop targeted consumers insights.
And analyze strengths, weaknesses, opportunities and threats vis a vis competition and assess market opportunity
As operation in-charge creating inter store competition on Operational parameter, VM, chasing for inter department performance competition & training on collection display.
Working on incentive plans for Operation team, setting up of target for the ATV & BTS.
Preparing P&L & strategizing for the operation profitability of the stores
Determine high-level financial goals including pre-season financial plans, in-season projections, OTB management and new store budgets.
Driving with buyer for ensuring delivery on time & monitoring the buying budget along with the Margin delivery plan with the Buying team. (Seasonal Launch)
Negotiating with the brand on payment terms & getting promotions for business
Preparing and monitor Store merchandise MIS analytics based on actual sales, sales forecasts, company order parameters, inventory health, cover, forth coming events, replenishment & allocation needs etc.
Ensure optimum inventory levels are maintained across Store grade, Departments & Class levels keeping in mind store requirements as well as working capital constraints
Ensure excess/ aged inventory is not maintained at the warehouses or the stores and there is proper adherence to the ageing policy & driving the freshness index for the stores
With marketing team planning for collateral & presentation for the event and promotion, also working along for social media activity.
Working with IT to ensure systems are in place, developing program for purchase order upload & SAP implementation. Developing the report format so that can get ready report for teams across
Analyzing the Category assortment & its performance against the profitability of the category. And suggesting the assortment & range plan for performance
Working with Business head on business plans for getting investors for the business
Being the process coordinator for the organization and driving time lines across with all HOD- Operations, Marketing, IT, HR, Warehouse, & Buying functionalities.
Sana Fashion LLC – Dubai: Since March 2014 to Aug 2017
Head of Strategic Planning & Merchandising – Reporting to Directors and CEO
Budget planning for current year & financial year with forecast for next 3 years
Working on bottom up planning & projecting next year growth by analyzing existing stores sales, opportunity lost & new stores sales mix
Setting up Merchandising and OTB & Assortment planning for the business
Achieving planned top line for every division through OTB planning, Region wise stock allocation & stock availability at stores & managing RDC’s
Worked with Operation team Break Even Point for existing & new stores and working on basket size & cross merchandising.
Driving the business along with the regional head, with info on operation parameter
Achieving planned bottom line by more stock turn, margin planning, season discounting & stock consolidation
Implemented of the AX software for Buying, Merchandising & Operation
Implemented of the replenishment process, Allocation & inventory management
Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs) & monitor market trends, research consumer markets and competitors activities to identify opportunities & key issues
Allocate adequate options store wise to ensure that the stores achieves its seasonal targets based on the agreed store grades within the region
Review the planned versus inspected option & coordinates with the buying team to ensure all the option are launched as the planned hit dates across geography
Mid-season monitor actuals versus the budgeted sales on a weekly bases & take corrective action on the deviations
Targeting fast moving & slow moving option to take appropriate action like consolidation, promotion or discounting at different country/ region level
Undertake regular market visit & store visits to understand the competition and gaps in the product line & give the feedback to buying & design team
Seasonal left over stock work out plan with Regional teams to liquidate by Promo & EOSS
Ensuring the stock availability at the store level by category & by MDQ method control the Investment plan for the company
Opportunist targeting in developing New Business, Category or Subcategory
Defining pricing strategy across the brands based on market potential, consumer insights, margins, competitive signals, etc.
Moving from (6.6 to 6.4) density to (5.0 to 5.2) in quantities (not impacting the sale)
Strategically could reduce the inventory to 10%, and reduce the markdown value by 12%
Adherence to buying calendar(Mid-season review, Season OTB, Store wise allocation) leading to on-time delivery of merchandise at RDCs
Working cohesively with the Finance, Operation Dept., and Supply Chain Developing the team to take up next level & helping team to over achieve their KPI
Arvind Lifestyle Retail Ltd. Bangalore: Since Sep’10 to Feb 2014
Head Retail Planning & Merchandising: Apparel & Non-Apparel: Home, Footwear & Accessories
Dexterously prepared assortment grade for stores on the base business size & space plan for 178 stores (with Penetration plan).
Preparing budget for regional & Store level
Ensuring scheme & offer are being launched & processed is being followed
Store & brand level performance management PSFPD
Preparation of stores for End of season sales & Competition Mapping.
Space planning for stores along with the GMROF & working Inventory reduction & planogram.
Working on the profitability of the category (P/L & OTB)
From time to time guiding the team and grooming then to perform better & defining their KPI along with Human resource team
Ensuring stores has option count as per their grade & clusters, in coordination to the price range and local trends
Maintained freshness index of the store by managing New Launch & Existing stock
Liaising with Regional Head, Departmental Head, CFO & CEO for sharing business plans for Sales, Margin & Markdowns
Efficaciously formulated Planogram at Region/Store & Category Level for optimization of stock.
For the partner brand negotiation the payment terms & delivery flexibility
Preparing stock plans for the launch of new stores & keeping the tab on excess stock.
Successfully managed pre- season & in-season plan for the allocation budget & assortment plan
Total understanding and cohesive working with the customer service, operations & supply chain
Track the performance of various distribution channels at regular intervals, create, and implement action plans to maximize their potential.
Efficiently & effectively mapped the best-selling product, price point, & inventory levels
Organizing inter region / store team competition during the festival season & promotion
On the base of bestseller & slow mover, have feedback session with buyer, designer & operation
Worked with GOLDRATT consulting: Enhancing Core & fashion Sales, supply chain efficiency for replenishments
Developed strategies for the launch of new international brands (target audience & inventory requirement for the launch).
Reliance Brands Ltd., Mumbai: Mar’08 – Sep’10
Retail Planning & Merchandising Manager– Paul & Shark & Timberland (brand management)
Efficiently & effectively developed buying plan in conjunction with the budget for the season.
Forecasting the stock requirement, merchandise mix & assortment plan & store grades across the category sharing with Principle brands
Efficiently managing pre- season and in-season plan for the allocation budget, OTB and assortment plan
Prepared the range plan, option plan, & distribution plan for the stores.
Coordination for the VM guidelines from the brand & sharing with Operation team for the presentation in the stores
Planning for markdown & promotional activity with margin in focus & VM plan enhancing look & highlighting the collection of the season.
Merchandising and Sales strategy and new product introduction and expansion of product portfolio.
Ability to translate strategies into actionable points to ensure that able to build scalable model. Go deeper into the category exploit the opportunity
To follow up with the buyer and brands for the delivery on time
Brand price point competition mapping with the existing & new brands launched in India.
Been an instrumental in defining the SOP for the stores & inventory checkpoint
Legal agreement reviewing for property (Tab on rent payable period- Assistant: Business Head)
Future Group: Pantaloons Retail India Pvt. Ltd., Mumbai: Aug’04 – Mar’08
Joined as Assistant Manager: Category management & Promoted to Manager Strategic Planning & MIS
Prepared the budget for the category wise & region wise. Along with it looking at the OTB & P&L
Formulated the distribution plan for the season for (core & fashion) category in Liaising the business plan & delivery schedule.
Presenting EOSS markdown sales planning to ensure liquidated the aged inventory & ensure healthy margin (device a table for earring margin extra margin).
Ensuring fast selling price point product under brands (improve sourcing by better cost pricing analysis) and creating a brand category, with the strong presence, each brand. (creation entry level & niches)
Product cost pricing & selling pricing, alignment to ensure brand direction & performance
Communicate plans to design and develop product briefs, plan for seasonal calendars, etc.
Essayed stellar role in developing an exclusive collection for the top performing stores & achieved higher margins & managed 81% full price sell-thru
Driving the location placement in Central, strategizing for brand presentation & market share
Conceptualized the “White & Lights” collection & launching for the Chain of 80 stores.
Administered the Operations Team for the launch of the new collection or & overall implementation of national activity. And in store branding for the launch
Defined merchandise team to balance the allocation across geographical locations
Pushing the team for better sell thru, visual merchandising of the stock & report on same
Have style performance review with the design team for season & indication on slow movers
Liaised with the buyers & designers for the feedback on fast mover & the slow mover product
Distinctively identified the key product stories/brand initiatives for marketing and PR and develop right communications with the agency and VM Team.
Carried out SAP & BIW implementation & category management process along with a team of seven members.
Royal sporting House, Mumbai: Dec’02 – Jul’04
Zonal Buying & Merchandising Manager - Apparel & Footwear (West & South Region)
Was responsible for buying & merchandising for west & south (apparel & footwear)
Creating buying plan, range plan, option plan, assortment plan, margin negotiation & OTB.
Conducting weekly & monthly reviews with the Regional managers, Area Sales Manager & Store Managers
Buying & Merchandising plan brands like Reebok, Nike & Adidas across the category (Footwear & Apparel) (MBO’s & EBO’s).
Create channel wise, category wise product strategies for the relevant segment, and implement the same to achieve targets and growth.
Instrumental in market research & man power planning, the business plan with profitability (P/L for the region EBO’s) of Standalone Store (27 stores).
Carried out the implementation of concepts and models like Store Traffic Analysis, Basket Analysis and dead zone analysis to improve basket penetration, store layout, category, etc.
New Store & existing store adjacencies and category placement in the store.
Had worked out the cost price strategic for the Private label & Branded label product
Instrumental in designing the strategy to achieve 20% growth in average selling price.
Stellar role in consolidating the (Footwear) stock transfer within the West & South for the better availability of the merchandised for the consumer across the store (liquidation of stock).
Had also been part of the store designing & selection
Worked on the profit & loss statements of the stores & suggesting changes for Mix.
Shoppers' Stop Ltd., Mumbai: Aug’94 – Dec’02
Buyer & Operations: Floor Manager
Men’s Formals, Casuals, Denim & Ethnic wear, Western wear, Footwear, Sportswear, Jewellery, Watches & Sunglasses, Home furnishing, Crossword, Cosmetics & Accessories, (Buying & Operation)
Operation & Buying Apr’01 – Dec’02
Officers Retail Sales Apr’98 – Mar’01
Supervisor Apr’96 – Mar’98
Sales Assistant Aug’94 – Mar’96
Prepared Buying plan for Cosmetic & Personal Accessories (Planogram v/s Gap)
Ensure the delivery were as per the Order & planned schedule (able to cut down inventory from 14 weeks to 8 weeks)
Created healthy competition within the brands, thereby increase sale by 20% over last year
Update and redefine the core line at regular intervals in order to keep it market relevant and competitive.
Negotiating the scheme / offer from the vendors, weekend n festival make over session
Inventory verification for the store. And training front line staff for next level
Focused on better customer service leading to customer delight & emphasizing on Loyalty club member (manage team of 89 members)
Training front line staff on customer service & grooming them for the next level
Prepare monthly OTB & intake plan for the brand & subclass for stores
B.Com. (Accounts & Economics) from University of Mumbai, Mumbai in1994
DMM: SVKM's Narsee Monjee Institute of Management Studies (NMIMS) Mumbai 1996-97
Microsoft Office Suite Proficiency Course from BITS, Mumbai.
oMarketing Perspective Proficiency, by Renaissance, Mumbai.
oNegotiation skill, Vendor Management, Team management, & Leadership skill.
oWarehouse Operations Training on Receipt & Dispatch process, Picking & Racking process, Per-person Productivity, Zoning & Segmentation, Space Allocation & Utilization.
Permanent Address: Asmita Jyothi Co-operative Housing Society, D6 / 61 6th floor, Near Charkop Naka, Marve road, Malad (West). Mumbai 400064.
Languages: English, Hindi, Marathi and Gujarati