Sharon Price John has effectively transformed Build-A-Bear since becoming CEO in 2013. Amid corporate challenges, she recognized the need to revise the company’s business model rather than its brand. By embracing change, enhancing digital engagement, and forming strategic partnerships, she adapted to modern consumer demands. Build-A-Bear evolved from relying on physical mall locations to providing broader experiences for a diverse audience through interesting collaborations and digital content. This strategic reinvention allowed the brand to not just survive, but to thrive, with stocks soaring nearly 700% since the pandemic began.
"From the outset, Sharon exuded a deep understanding of branding. She spoke about how financial struggles can be fixed, but a weak brand is far more difficult to turn around."
"The company had to pivot from being a mall-based retailer for kids to a multi-dimensional brand that catered to a wider demographic."
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