Hudson’s Bay Appoints Burstell To Lead Partnerships

Hudson’s Bay Company has appointed Ed Burstell as head of partnerships.

In this newly created position, Burstell will develop and lead partnerships to drive innovative and exclusive offerings across all of HBC’s banners globally, the company said. The appointment is effective December 5, and he will report to HBC’s CEO Jerry Storch as a member of the senior leadership team.

“HBC is focused on innovation, collaboration and developing unique partnerships as part of our strategy to differentiate. Burstell’s roster of successful launches and collaborations, matched with his reputation as a true arbiter of fashion, makes him the obvious choice to lead this new division for Hudson’s Bay Company,” said Storch.

Burstell joins HBC after eight years with Liberty of London. He was instrumental in revitalizing the brand through innovative partnerships, including Liberty of London’s first collaborations and pop-up shops with Hermes and Manolo Blahnik as well as collaborations with Nike and Uniqlo, the company noted. Previously, Burstell held positions with Bergdorf Goodman and Henri Bendel.

“I am thrilled to join Hudson’s Bay Company, especially during this time of global expansion, growth in North America, and industry-leading developments across platforms. I am looking forward to building a partnership platform that delivers exceptional innovation to customers across HBC’s banners,” said Burstell.