President of Bergdorf Goodman and Head of NMG Product & Technology
She / Her / Hers
Darcy Penick serves as President of Bergdorf Goodman (BG), leading its strategy, Setting the New Standard in Luxury, across its iconic flagship stores on New York City’s 5th Avenue and unlocking the brand’s online potential. Darcy also oversees the NMG Product & Technology organization, bringing deep leadership experience throughout her career in digital-led customer strategy and proven history of execution excellence to lead group-level product & technology teams.
In August 2018, Darcy joined NMG with two decades of strategic and executive-level experience in buying, planning, marketing, digital innovation, and customer engagement. Darcy started her retail career with NMG in the merchandising organization in several roles across Neiman Marcus and Bergdorf Goodman. She was also a merchant for Saks and then joined Shopbop, a fashion subsidiary of Amazon, where she rose through executive roles and became Chief Executive Officer in 2015. There, she helped the company amplify customer engagement globally and became a leading name in e-commerce contemporary fashion.
Upon joining BG, Darcy introduced an enhanced data-driven and brand-centric approach to BG and introduced the first BG app and a newly launched BG.com in February 2020. In spring 2022, Darcy oversaw the inception of NMG’s strategic partnership with Farfetch, resulting in a $200 million minority investment by Farfetch in NMG to accelerate the integrated luxury retailer’s growth and innovation through investments in digital and technology capabilities. Darcy will also oversee the strategic replatforming of the Bergdorf Goodman website and mobile app that will continue to evolve its digital customer experience and serve online customers globally for the first time.
As Darcy also has group responsibility for Enterprise Technology, Product and Analytics, she is focused on the delivery of critical investments in our supply chain and related system upgrades, in proprietary technology like NMG Connect tools and Stylyze personalization, as well as ongoing investments in enterprise technology and enhacing site experiences across banners.
Darcy received her B.A. in Peace and Justice Studies at Wellesley College.
She currently splits her time between New York City & upstate NY, and she serves on the board of the Fifth Avenue Association. She enjoys entertaining, gardening and raising animals.