J.McLaughlin CEO Mary Ellen Coyne on achieving high AOV, high LTV and high margins

At 46 years old, classic American sportswear brand J.McLaughlin isn't afraid of change. That's thanks, in large part, to Mary Ellen Coyne, who's been the company's CEO since 2016. 

"I'm firmly a leader who believes in testing and learning," she said on the latest episode of the Glossy Podcast. 

In the last seven years, she's had "a field day" leading improvements to the brand's products, processes and overall presentation, she said. "We've re-platformed every segment of the business, and it's had a tremendous impact on the growth of the brand."

This year alone, the company underwent its first-ever brand refresh, which included overhauling its logo and digital presence. 

Also in 2023, a large focus was on opening stores, with reaching new consumers as the goal. 

“Customer acquisition is our No. 1 opportunity for growth,” Coyne said. 

Currently, J.McLaughlin has 173 store locations. It plans to open 10-12 more in each of the next three years, bringing its total store count to more than 200. In early December, it opened its first store dedicated to menswear, in Palm Beach, Florida. Stores now account for three-fourths of its sales, while 1% of sales are driven through its one retail partner, Dillard’s, and the remainder are made online.