Endeavour Group unveils new merchandise structure
Endeavour Group has unveiled a new merchandise operating model and finalised leadership team, with changes designed to simplify engagement for suppliers and strengthen category growth across Dan Murphy’s and BWS.
“BWS is all about local relevance and convenience. This lean, focused merchandise team ensures we can collaborate with our trade partners on hyper-targeted strategies that resonate directly with the BWS customer profile.”
The restructure integrates the merchandise function directly into each retail banner, moving the business to a category-led model where dedicated General Managers take accountability for category strategy, ranging and pricing.
According to Endeavour Group, the changes are intended to make it easier for its more than 2,000 trade partners to do business with the retailer through clearer ownership, streamlined decision-making and stronger collaboration.
The new operating model also reinforces Endeavour’s Trade Partner Charter, with the company stating the structure will support a more responsive and communicative approach to supplier relationships.
Under the new model, brand-specific merchandise teams will focus on customer and category outcomes, while a central merchandise function will drive supply chain and operational efficiencies across the broader retail network.
At Dan Murphy’s, Managing Director Benjamin Ward has appointed Andrew Shedden as General Manager, Merchandise. Shedden, who will continue to oversee Langtons, will lead category strategy across the banner’s wine, beer, spirits and complementary categories.
Ward said: “This structure allows Dan Murphy’s to operate with ultimate agility. By pairing these experienced leaders directly with our trade partner network, we can co-create impactful trade plans and unlock new value for our customers faster than ever before.”
Supporting Shedden will be Kylie Couper as Head of Wine, Sarah Hall as Head of Spirits & Complementary Categories, Harriet Wischer as Head of Beer & Premix, and Alex Schutt in Senior Customer Planning. The Langtons team remains unchanged, with Tamara Grischy continuing to report into Shedden.
At BWS, Managing Director Jeanette Fenske has appointed Gill Webb as General Manager, Merchandise. Webb brings experience across merchandise, strategy and transformation roles in Australia and the UK, most recently leading Endeavour’s Beer and Cider categories.
The BWS merchandise team includes Carmen Fellows as Head of Beer & Premix, Georgia Stott as Head of Spirits & Complementary Categories and Himanshu Batta as Senior Customer Planning Lead. Recruitment for the Head of Wine position is currently underway.
Fenske said: “BWS is all about local relevance and convenience. This lean, focused merchandise team ensures we can collaborate with our trade partners on hyper-targeted strategies that resonate directly with the BWS customer profile.”
Supporting both banners is a central Endeavour Retail merchandise function responsible for pricing frameworks, shared processes and strategic capability.
Leading the team is Tristan Butt, who joins as General Manager, Merchandise – Endeavour Retail from WillPowders, where he was Managing Director APAC. Butt will transition into the role from 1 June before commencing full-time on 12 August, with current leader Nikki Bull providing support during the handover period.
The central team also includes Sara Nesci as Head of Merchandise Operations, Chris Austin as Head of Range & Space, Rob Carter as Head of Pricing & Value, Leigh Firkin as interim Head of Commercial Partnerships, and Izaac Woodforde-Smith as Senior Manager – Business Development & Growth.
The new structure takes effect immediately, with transitional arrangements underway to ensure continuity across trade partner operations.
