Bylt expands leadership and retail footprint to drive omnichannel growth

US apparel brand Bylt has announced a series of strategic initiatives designed to transition the company from a digitally native entity into a fully scaled omnichannel brand. The California-based company, founded in 2016 in Irvine, confirmed the appointment of several senior executives alongside plans for retail expansion and its first foray into wholesale through a partnership with US department store Bloomingdale’s.

Over the past four years, the brand has maintained a consistent growth trajectory with a 27 percent compound annual growth rate (CAGR). This expansion has been supported by a broadened international distribution footprint, specifically through new partnerships that have increased accessibility in Canada and Australia.

Executive appointments to bolster long-term strategy

To manage this transition, Bylt has recruited seasoned executives from global athletic and lifestyle brands to its leadership team. The new appointments include Jared Koenig, formerly of US eyewear brand Oakley, as chief operating officer (COO) and president. He is joined by Davide Mattucci, who takes on the role of chief marketing officer (CMO) following tenures at German sportswear giant Adidas and US brands Under Armour and Columbia Sportswear.

The product division will be led by Joe Trachta, senior vice president of product, who previously held roles at Oakley and US apparel brand Travis Mathew. Rounding out the financial leadership is Chris Taylor, who joins as chief financial officer (CFO) from US action sports group Boardriders. According to the company, this team is tasked with elevating product innovation, strengthening financial infrastructure for multi-channel operations, and developing new revenue streams.

“By making these strategic moves, Bylt is positioned for growth beyond its direct-to-consumer roots into a major omnichannel brand,” stated Mattucci. He noted that the brand aims to optimize the efficiency of direct-to-consumer (D2C) while integrating in-person shopping experiences at owned retail and select wholesale locations.

Physical retail and wholesale expansion

Bylt currently operates 15 D2C retail locations across the US. The company intends to open seven additional stores in 2026, including a second location in the Gold Coast area of Chicago. Looking further ahead, the brand will establish its first New York City presence in Brooklyn in the first quarter (Q1) of 2027.

In addition to expanding its brick and mortar presence, the brand will launch its wholesale channel in 2026. This phase of the expansion strategy begins with a partnership involving select Bloomingdale’s stores. The move into wholesale is intended to amplify brand visibility and introduce Bylt to wider audiences while supporting long-term brand equity.