Meet the CEO of Merchgirls

Di Laws has joined Merchgirls as their new CEO

With broad corporate experience in strategic leadership roles for national and international brands, Di built a career in high growth and turnaround environments from fashion to FMCG, working across diverse business models, cultures, countries and size. 

Coming from a small business family, Di has always been energised by SMEs who have a tendency to punch above their weight, driven by an agile mindset where anything and everything is possible when you are prepared to put your mind to it. Her happy place was working with these business owners and their teams to develop strategy, coach teams to make those plans happen and implement governance frameworks to measure performance. So that’s what she did…. In many ways it was like coming full circle - bringing big business experience to smaller businesses, so they could better serve big businesses.

In 2021, Di made the decision to go out on her own after 25 years of executive corporate life. So why, after exiting the game, did Di come to Merchgirls?

“Meeting with Merchgirls Founders Hannah Chipkin and Pippa Joseph was a game changer. I loved their start up story of how they disrupted the promotional merch space. Two strong female founders who clearly loved what they did and were savvy enough to work the rest out along the way. It was impossible not to be excited about the possibilities. So much  opportunity, so much talent in the team, and an authentic desire to do better in an industry that needs to be better. 

I knew quite quickly after that first meeting that I was going where they were going…”

We sat down with Di for a quick Q&A to hear her vision for the future of Merchgirls and what she is here to do.

1. What inspired you to join Merchgirls as the new CEO?
   Meeting Founders Hannah & Pippa. 
   There is so much opportunity to grow this business. We each bring very different skills to the table and they are all skills Merchgirls needs now and into the future to get us where we are planning to go…. We have a plan so watch this space!
   

2. What are your top priorities for Merchgirls in the coming year?
   Merchgirls has grown so fast since 2015. FY25 is all about playing catch up to develop the infrastructure to support this growth. We are also working on a Merchgirls rebrand, investing in new product development and boosting our ESG efforts.
   

3. What is your big picture vision for the future of Merchgirls?
   To continue to lead the industry in merchandise design and development that’s twice as nice, custom and sustainable. To do this, we will continue to be an employer of choice, creating a safe and creative space for talent who are as driven as we are to do better. Better means leaning into our client’s needs to increase their brand awareness and impact with a merchandise offering that’s worth keeping. Investing in merch that’s worth keeping makes sense, because merch worth keeping keeps on promoting.
   

4. How do you plan to maintain and enhance the company culture at Merchgirls?
   We already do a lot right.  Twice as nice is part of our DNA and that won’t change. We won’t lose the quirky, creative, entrepreneurial spirit because that’s what makes Merchgirls special. We are a small team accustomed to jumping in as needed to make big things happen for our clients.
   High on my priorities list is investing in team development, coaching and systems to support autonomy. Giving our team the tools and a clear mandate to make values based decisions that keep our clients needs at the core of our actions.
   

5. How do you unwind and recharge outside of work?.
   I have a fabulous partner and a very large extended family to divert my attention. Food, wine, weekends away, live music and long lunches with the girls rate highly. Long walks and pilates to recharge, but on the bleakest of Melbourne winter days, Jane Austin, Twisties and a Barossa Shiraz never disappoint!
   

6. What message would you like to send to the clients of Merchgirls as you take on this new role?
   We design, develop, produce and distribute beautiful merchandise that’s twice as nice. Nice merch is worth keeping. If it’s worth keeping, it will keep on promoting, improving your return on investment and brand impact. 
   Merchgirls is the real deal. We are a talented team - both creative and commercial who love what we do. Your brand is not just safe in our hands, it’s wearable, usable, collectible and covetable!

Di’s presence is already making a difference and is apparent in the way she leads our team and energises the studio. We have clarity on our priorities and so much to look forward to. We are so glad to have her join our team and look forward to sharing all the updates we make along the way with Di in the driver’s seat.

If you want to see why Di joined Merchgirls, click here to learn more about we can offer your business.