Douglas Wood on business strategy
From Behind the Brand of Tommy Bahama with CEO Doug Wood · · Zev Gotkin
“When I took over in 2008 during the big recession, we did a giant pivot as an organization and really started focusing on the direct-to-guest business—stores, e-commerce, and restaurants—which changed us dramatically from where we were before.”
On , Douglas Wood, Chief Executive Officer of Tommy Bahama Group at OXFORD INDUSTRIES INC, spoke about business strategy during Behind the Brand of Tommy Bahama with CEO Doug Wood on Zev Gotkin.
About Douglas Wood
Douglas Wood, CEO of Tommy Bahama Group at Oxford Industries, discussed the brand's evolution and strategy in a September 2024 podcast interview. He noted that when he took over as president in 2008 during the recession, the company "did a giant pivot" to focus on direct-to-guest business, including stores, e-commerce, and restaurants. Wood described e-commerce as "by far the most powerful channel" for reaching customers, adding that he views the customer as a single "guest" regardless of how they interact with the brand. He also recalled that the company was sold to Oxford Industries in 2003. Wood highlighted the opening of the Tommy Bahama Miramar resort in Indian Wells, California, in October 2023, stating that while it has "come out really strong," the company is "still learning every day to improve the experience." He emphasized that the brand's restaurant and hotel experiences are designed to be "relaxing, casual, and upscale" without pressuring guests to make purchases. Looking ahead, Wood said the company plans to expand its food and beverage offerings and launch new product lines, including a large denim collection, over the next five to ten years. He attributed the brand's longevity to creating all prints and artwork in-house, stating, "We're not following anybody."