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September 8, 2021

TomboyX promotes COO Garrard to top job

US underwear brand TomboyX has promoted its COO Leslie Garrard to take the company through its next phase of growth.

By Beth Wright

TomboyX co-founders Fran Dunaway and Naomi Gonzalez have handed the reins to Garrard who joined the company in October 2020.

Since joining, Garrard has led the team in developing its strategic plan, launching new product collections and brand collaborations, growing the company’s wholesale business, diversifying the supply chain, and executing a warehouse move.

Prior to TomboyX, she spent five years at outdoor retailer REI in multiple leadership roles, and in management roles at Starbucks and T-Mobile. As CEO, Garrard will focus on driving scaled growth and continued community impact for the TomboyX brand.

Dunaway and Gonzalez will remain with the company, continuing to partner on strategic brand projects in a part-time capacity. Dunaway will remain on the board of directors.

“Leslie has proven herself to be a forward-thinking visionary who is uniquely qualified to lead TomboyX as we scale and expand. Her savvy business acumen gives Naomi and I confidence in her ability to lead the team to ongoing success. She shares our values and is a strong culture add. The future is bright for TomboyX,” Dunaway said.

In addition to Garrard’s ascension, the company has promoted two employees to its leadership team and added a new member. TomboyX CFO Ryan Letson adds COO to his title and will lead finance, technology, business operations, logistics, customer service, legal and human resources.

Meanwhile, Katrine Fritz becomes chief merchant, promoted from vice president of merchandising/design/planning. She will lead design, merchandise strategy, planning, wholesale, collaborations, and product development and sourcing.

Amy Sellers has also been named chief marketing officer.

“We will continue to shine a spotlight on TomboyX as an industry-leading progressive underwear brand,” Garrard said. “As we execute our growth plan, we will stay true to our core as a purpose-driven brand and continue to fuel the passion of Fran and Naomi to create the most comfortable, best-fitting, inclusively-designed apparel for people of all shapes, sizes, and orientations.”

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