General Pants has put rapid growth on the agenda, announcing that it will expand to 65 stores across Australia and New Zealand. 

The move follows the opening of eight stores across ANZ in the past 12 months, including three in New Zealand following a successful market launch in 2019. 

General Pants CEO Sacha Laing said that the strategy comes as the retailer grows its presence among Gen Z and Millennial consumers. 

"In 2019, the business completed a comprehensive reset of our forward strategy and despite the challenges of COVID, the business has executed well ahead of our plan and we are well positioned for the next phase of growth just ahead of our 50-year milestone next year," he said. 

To support the growth, the retailer has appointed three new people to its executive team. 

Kate Phelps has joined as chief merchandise officer, Jacq Vuleta as chief customer officer and Paul Budrikis as chief financial and operating officer. 

Phelps is a career retailer with over 20 years of buying and merchandise experience, joining the business from Urban Outfitters in the USA where she recently served as group general manager merchandise. 

Budrikis joins the business after having held a number of CFO, general manager and executive roles in retail and mining organisations, most recently with Louis Vuitton as finance director for the Oceania region.

"I am delighted to have Kate and Paul join our executive team, both bringing a wealth of global and local experience to the business," Laing commented. 

Meanwhile, Vuleta takes her next step within the General Pants business after serving as chief merchandise and marketing officer, general manager and retail general manager. 

As CCO, Vuleta is accountable for creating, curating and executing customer experience across all aspects of communication, engagement and experience touchpoints including brand strategy, marketing, visual merchandising and store design, loyalty, customer retention and customer acquisition.

"Jacq’s appointment as chief customer officer crystalises our absolute obsession with our customers putting a laser focus across the business in both strengthening the relationship we have with our existing customers and equally as importantly attracting new customers to our brand," Laing said. 

The expansion strategy is informed by the business' annual Gen Z and Millennial research study, the findings of which have accelerated this next phase. 

The news follows General Pants' partnership with the Circular Centre, which saw the pair launch Australia's largest denim redesign project and competition. 

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