Build-A-Bear Workshop Appoints Carmen Flores to Enhance Digital Strategy and eCommerce Growth
- Build-A-Bear appoints Carmen Flores as Senior VP of eCommerce to enhance digital presence and consumer engagement.
- Flores aims to create personalized experiences by blending in-store workshops with online shopping convenience.
- Her leadership is expected to innovate Build-A-Bear's eCommerce strategies and attract new customers in a digital marketplace.
Build-A-Bear Workshop Strengthens Digital Strategy with New Leadership Appointment
Build-A-Bear Workshop, Inc. announces the appointment of Carmen Flores as Senior Vice President of eCommerce & Digital Experiences, marking a significant step in the company’s strategy to enhance its digital presence and consumer engagement. Effective October 22, 2025, Flores brings over a decade of digital commerce experience to the role, having previously held leadership positions at The LEGO Group and Richemont. Her extensive background in driving digital transformation and growth will be pivotal as Build-A-Bear seeks to expand its eCommerce operations and create a more integrated digital strategy.
Flores’ role is crucial as Build-A-Bear looks to capitalize on its strong emotional connection with consumers. The company aims to create personalized and seamless experiences across all channels, blending the joy of in-store workshops with the convenience of online shopping. Reporting to Chief Revenue Officer David Henderson, Flores is expected to collaborate closely with the Brand and Technology teams to innovate and enhance consumer engagement strategies, positioning the company for sustained growth in the competitive retail landscape.
Henderson emphasizes the importance of Flores’ forward-thinking approach, noting that her expertise in digital ecosystems will be instrumental in scaling Build-A-Bear’s reach. With the brand’s focus on delivering world-class digital experiences, Flores’ leadership is anticipated to bring a fresh perspective to the company’s eCommerce initiatives, ultimately reinforcing Build-A-Bear’s beloved reputation while attracting new customers in an increasingly digital marketplace.
In related news, Build-A-Bear continues to focus on enhancing its in-store experiences, ensuring that the essence of personal interaction remains a core component of its brand identity. The company's dual approach, combining innovative digital strategies with engaging physical workshops, positions it well to thrive in the evolving retail environment. With Flores at the helm of the eCommerce division, Build-A-Bear is poised to navigate the future of retail while maintaining the heartfelt connections that define its brand.
