Hammitt’s Founder Tony Drockton on the power of positive leadership
Posted by Amanda McLaughlin on Aug 17, 2023
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In the dynamic and ever-changing retail landscape, the resilience of leaders is just as important as the agility of their brands. One person who exemplifies positive leadership is Tony Drockton of the Los Angeles-based handbag brand, Hammitt. As the founder and CEO, he has made it his mission to create a brand that stands for quality, creativity, and customer-centricity, even in the face of tough times.
In a recent interview on the Endless Aisle podcast with Marcus LaRobardiere, NewStore’s Senior Director of Marketing, Tony shared the key principles driving Hammitt’s success, how to navigate the challenges of an economic downturn, and the pivotal role of leadership in embracing omnichannel. Read on for several highlights from Marcus and Tony’s conversation, some of which have been edited for clarity.
Tony is a lifelong entrepreneur who entered the luxury retail industry when he founded Hammitt in 2008. Since then, he has taken the brand from a small boutique to an international phenomenon. When speaking about the company’s story, he emphasized Hammitt’s commitment to hiring only exceptional talent and nurturing a culture that fosters growth and positivity. “We have one rule: no [jerks]. No matter how talented they are, we don’t tolerate anyone who disrupts our culture. Then there’s talent density. I just finished the Netflix book called ‘No Rules Rules.’ The author talks about talent density, which is hiring the absolute best person for the position and paying them at the top of the scale. The best people should be paid appropriately, that’s another rule.”
The key to sustainable growth in the age of digital disruption is embracing omnichannel retail to maximize reach and customer acquisition. While the digital realm offers immense opportunities, Tony stressed the significance of physical retail in building deep and lasting relationships with customers. “The narrative that retail is dead emerged when I entered the business during the Great Recession. People were convinced that everyone would shift online, and there was a boom in e-commerce. However, I never bought into the idea that retail would wither away. I firmly believe that customers will seek you out wherever they prefer. Therefore, our approach is to create consistent and on-brand experiences across every channel.”
Tony is no stranger to navigating economic downturns, having experienced multiple market cycles as an entrepreneur. He shared his optimistic approach, highlighting the silver lining that can be found even in challenging times. “To begin, you must focus on assembling a team with high talent density [as I previously mentioned]. Then, empower them to recruit more highly skilled individuals under them, creating a cascade of talent. The goal is to build a team that operates so efficiently and synergistically that they can almost anticipate each other’s thoughts and work at an incredibly fast pace.”
When asked about his hiring philosophy and the qualities he seeks in potential team members, Tony emphasized the importance of building a team of passionate individuals who are dedicated to their craft and continuously seek growth and development. “When hiring, look for individuals who are not only a great fit for the current position but also possess the potential to rapidly progress within the company. This way, as they advance, everyone in the organization benefits from their growth and contributions.”
Embracing omnichannel retail and leveraging technology has positioned Hammitt for sustainable growth even amidst economic uncertainty. As Hammitt continues to thrive, Tony remains focused on deepening relationships with existing wholesale partners and expanding the brand’s physical retail presence. He is excited about the future of Hammitt and its people, and the ways in which they’ll create a seamless retail experience for customers together.
