Build-A-Bear Workshop Appoints Carmen Flores to Lead Digital Transformation Efforts
- Build-A-Bear Workshop appoints Carmen Flores as Senior VP of eCommerce & Digital Experiences effective October 22, 2025.
- Flores will enhance Build-A-Bear's eCommerce capabilities and develop a cohesive global digital strategy.
- Her leadership aims to improve customer engagement and align digital offerings with in-store experiences.
### Build-A-Bear Workshop Appoints New Senior Vice President to Drive Digital Transformation
Build-A-Bear Workshop, Inc. announces the appointment of Carmen Flores as Senior Vice President of eCommerce & Digital Experiences, effective October 22, 2025. This strategic move aims to enhance the company's digital footprint and expand its eCommerce capabilities amid a rapidly evolving retail landscape. Flores brings over a decade of experience in digital commerce, having previously held significant roles at The LEGO Group and Richemont, where she successfully advanced digital initiatives and consumer engagement strategies.
In her new role at Build-A-Bear, Flores will oversee the expansion of the brand's eCommerce business and develop a cohesive global digital strategy. Her responsibilities include collaborating closely with the Brand and Technology teams to elevate consumer engagement and ensure a seamless, personalized shopping experience across all channels. Given Build-A-Bear's strong emotional connection with consumers, Flores is poised to leverage this affinity to unlock new growth opportunities in the digital space.
Flores' appointment reflects Build-A-Bear's commitment to adapting to the changing retail environment and enhancing its digital offerings. Chief Revenue Officer David Henderson commends her forward-thinking approach to digital transformation, emphasizing the importance of her leadership in scaling the company's reach. As the retail sector increasingly shifts towards online platforms, Flores' expertise is expected to help Build-A-Bear deliver world-class digital experiences that resonate with its audience, mirroring the joyful and personal interactions found in its beloved Workshops.
In addition to her impressive background, Flores' experience at The LEGO Group, where she spearheaded digital growth across the Americas, positions her well to navigate the competitive landscape of eCommerce. The company envisions a future where its digital strategy not only complements its in-store experiences but also enhances customer loyalty and engagement through innovative online initiatives.
With Flores at the helm of its digital transformation efforts, Build-A-Bear Workshop is set to embark on a new chapter, aligning its beloved brand with a robust eCommerce strategy that meets the evolving needs of today's consumers.
