In this episode, we sit down live at the CommerceNext Growth Show with Jeannie Yoo, CEO of Draper James, the lifestyle brand founded by Reese Witherspoon. Jeannie shares her retail journey from Michael Kors to high-end fashion to leadership of a fast-growing lifestyle brand. As CEO of Draper James she's on a mission to "democratize" fashion through a mix of direct-to-consumer, wholesale, and licensing partnerships. We dive into human-centric retail, celebrity branding, the role of AI, and the brand's "decade tour" strategy.
In this special summer episode of the Remarkable Retail podcast, recorded live at the CommerceNext Growth Show in New York, we welcome Jeannie Yoo, CEO of Draper James, for a wide-ranging conversation on the brand's growth trajectory, the power of celebrity in retail, and the rise of human-centric retail experiences.
Jeannie brings two decades of fashion retail experience to the table, from her early days at Michael Kors and Coach to leading the luxury house Adam Lippes. Now nine months into her role at Draper James, Yoo is steering the Southern-rooted lifestyle brand—founded by Reese Witherspoon—through its next stage of growth, marked by its 10th anniversary "decade tour" and a sharpened focus on customer connection.
Yoo discusses how Draper James defies the "digitally native" label, thriving through retail stores, with licensing and pop-ups that foster personal, local, and sensory experiences. While the brand's celebrity origin story is foundational, Yoo emphasizes how its growth is now powered by inclusive pricing, joyful storytelling, and a culture of Southern hospitality. Reese Witherspoon remains involved, but the brand is scaling under Yoo's operational leadership and with the backing of Consortium Brand Partners.
Central to the conversation is Yoo's take on "human-centric retailing"—a strategy rooted in community engagement, elevated in-store experiences, and product innovation informed by customer passions for gardening, books, and food. She describes how Draper James curates joy through both product and experience, emphasizing quality over quantity in an era of fashion abundance. Technology, particularly AI, plays a role, but not the leading one. The focus, she notes, is on enabling smarter, more efficient work—not replacing human intuition or creativity.
Looking ahead, Yoo sees North American expansion—especially retail and licensing—as the brand's most significant opportunity before tackling global markets. She also reflects on her leadership style, which has been forged in both large organizations and niche luxury brands, allowing her to scale thoughtfully without losing the emotional resonance that makes Draper James special.