Since acquiring the company in October, BJ's e-commerce site received an overhaul with hopes that online sales increase from $5 million to $20 million over time.
Newly appointed CEO Susan Falk revealed the brand's dresses are getting a makeover as well, to appeal to a larger audience. Falk explains Betsey's current designs are "too young" and alienated those who used to shop there.
Speaking of shopping, Madden also plan to take the number of boutiques from 65 to 100+ in the very near future.
It's ambitious, but sounds like a good plan to us.
[Image via Chris Connor/WENN.]