Seasoned exec brings deep expertise to comfort brand.
THE LEADER OF the free world is not the only new president of late. Justine Suh has taken the reins of Dearfoams, a division of RG Barry Brands (RGB) based in Pickerington, OH. She will report directly into Robert Mullaney, CEO of RGB.
“Justine brings an exceptional blend of expertise and vision at a pivotal time in the brand’s history,” Mullaney says. “With a proven track record of growing globally recognized brands (previous leadership positions include Cole Haan, Deckers Brands, Tory, Burch, and Prada), her strategic approach to merchandising and unwavering focus on consumer needs make her uniquely positioned to lead us into our next chapter.” He adds, “Under her leadership, we’re poised to elevate Dearfoams through innovative product development, refined brand positioning, and expanded opportunities in the marketplace.”
In recent years, Dearfoams’ has introduced novelty family slippers (2018); Fireside, a premium line of shearling slippers and boots in 2019 (pictured); and versatile indoor-outdoor footwear (2021). The brand has also gained recognition through licensing with socks, coldweather goods, a pet product line, home décor, and family sleepwear. Suh will oversee product merchandising, design, planning, sales, marketing, and licensing operations.
Suh sees similar big growth potential as with some of her previous career stops. That includes 78 years of history, ranking as the No. 1 brand in slipper units sold, and a broad reach across multiple consumer segments who shop mass market and department stores. “Great brands resonate across generations, and Dearfoams has already made significant strides in connecting with a broad audience,” she says. “My goal is to accelerate this progress by deepening our emotional connection with not only our loyal, multi-generational customers, but also by engaging new and younger audiences. Additionally, I see a great opportunity to explore and broaden product categories so that Dearfoams can further evolve into a lifestyle brand, encompassing comfort and style in ways that appeal to our diverse consumer base. This will ensure the brand remains relevant, continues to evolve, and maintains its strong heritage of comfort innovation.”
The first order of business for Suh is to deep dive Dearfoams’ market position, learning its strengths and areas for growth across wholesale and DTC channels. That includes refining the strategic direction for Fireside, classic slippers, and casual footwear with a focus on innovation, product development, and marketing aimed at staying ahead of consumer trends. “A key priority will be evolving our product categories to meet the diverse needs and preferences of a broader customer base, especially younger generations like Millennials and Gen Z,” she says. “I’m also deeply committed to advancing comfort innovation while introducing new features that delight customers and foster a deeper emotional connection.”
Suh will tap into her extensive career experience, which also include positions with Ralph Lauren and Coach. As Chief Merchandising Officer at Cole Haan, she spearheaded the brand’s growth through category diversification and market expansion. Suh also held the role of Vice President, Global GMM of Omni Channel at Deckers Brands. “One of the key lessons I’ve learned is the importance of staying fresh, relevant, and adaptable,” she says, noting that the industry is constantly evolving with changing consumer preferences, technological advancements, and market dynamics. “Staying attuned to these shifts and being able to quickly pivot is crucial to maintaining brand momentum.” Suh has also learned the value of building strong, collaborative teams that think creatively and execute fast. Another lesson is the need to balancing heritage with innovation. “It’s vital to honor the brand’s history while also finding ways to inject new ideas and stay ahead of the competition and maintaining our leadership position,” she says.
Suh, who most recently was General Manager of North America retail for Carter’s, a multibillion children’s apparel brand, is excited to return to her shoe industry roots. “I’ve always had a deep passion for this industry, as it’s a sector where creativity, innovation, and consumer connection come together in such a fun and meaningful way,” she says. “I missed the unique challenges and opportunities footwear
offers.” Meeting Mullaney and the rest of the management team sealed the deal, as Suh felt
an immediate alignment in vision and a commitment to maintaining Dearfoams leadership
position in slippers and expanding further into a lifestyle brand. “The team’s passion and drive to take Dearfoams to new heights really resonated with me, and it reaffirmed my decision to return to an industry I love, where I can contribute to the continued evolution and success of a brand with such strong potential,” she says.
On that note, Mullaney reports that 2024 was another record-setting year for Dearfoams—a testament that he believes reflects the enduring legacy and the loyalty of its customers. “Dearfoams has sold over 150 million pairs in the past five years, capturing more than 30 percent of the global slipper market,” he says. “These milestones reflect the strength of our product offerings and the trust we’ve built with consumers.” The beat goes on for Fall/Winter ’25. Dearfoams is introducing two collections that redefine cozy living, according to Mullaney. The new Fireside Shearling Moc Collection combines luxurious materials with a practical design, offering comfort that transitions from home to the outdoors. And the Over the Top Family Bear collection takes coziness to new heights with slippers designed for the entire family. Last but not least is the introduction of the REGNR8 footwear. “REGNR8 showcases our cutting-edge biodegradation technology that breaks down materials without leaving behind plastic or microplastics—marking a significant step in our commitment to sustainability,” Mullaney says, adding, “All these innovations reflect the essence of Dearfoams: timeless quality, advanced comfort, and thoughtful design.”
Originally Published in Footwear Plus