Partner, Design + Strategy, ASG | Chute Gerdeman

At the core of great Design and genuine Brands are well-told stories. Ed Hofmann is an accomplished executive who brings those stores to life thru productive, experiential, and emotionally-compelling environments.

Trained as an architect, he has un-learned the ‘one-minded designer’ approach and expanded his capabilities into the world of branded fashion + beauty retail, gaining talents in innovation, business acumen, team leadership and strategy. He has a unique ability to be impactful from initial conceptualization thru to final execution at scale. For instance, as Vice President of Store Design for L Brands, Ed drove the international expansion of Victoria’s Secret globally, performing market entries in 39 countries, including China, and opening 500 locations in 70 countries worth over $500M in sales.

Growing up in the mountains of Idaho, while also living 18 years in Manhattan, taught him about balancing many perspectives. He believes that collaborative relationships, grounded in creativity and strong team culture can allow anything to be accomplished - a belief he continues to harness as a servant leader over a successful 25 year career. This especially drives him to participate in many volunteer activities including several Board roles, member of the Architectural Review Panel for Worthington, a Pelotonia Captain, and most recently he’s honored to be member of the Columbus College Art + Design’s advisory Board for a new MPS degree in Retail Design, guiding and learning from a new, talented generation.

When he’s not facing off with two arrogant mini-dachshunds, he enjoys taking his sons and wife to any lake they can find, tinkering on old houses and barely functioning bentmetal machines.