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Work experience

Jan 2009Present


Ed Pettersen Consulting- Chesterfield, VA

Currently heading up an innovative, boutique retail design firm specializing in store concepts, fixtures, graphics, visual merchandising, space planning and brand identity.

Current clients include Impact Unlimited, ACO Hardware, Portico New York, Raymond Shops.

Oct 2006Dec 2008

Head of Specialty Retail Design

Reliance Retail- Mumbai, India

Led a diverse team of international design firms, architects and project managers in the strategy, planning, design and development of fourteen retail formats.

These include consumer electronics, footwear, apparel, health & wellness, books & music, jewelry and auto retail.  Also designed and developed furniture, home furnishings, housewares and kitchen stores completely in-house.


  • Working in an unfamiliar environment, I was able to gain the trust and respect of all business heads, developing an excellent work rapport.  This allowed us to move very quickly from concept through construction.
  • Helped the merchants develop adjacency plans and determine customer journeys.
  • Developed a young team of architects who are proficient in laying out and detailing all elements of these concepts in-house, saving time and money.
  • Brought new visual merchandising concepts to these businesses.
  • Integrated the latest technology into these concepts in new and innovative ways.

Vice President, Store Environments

Circuit City- Richmond, Virginia
Vice President, Store Environments

(September 2003 through May 2006)

Responsible for point of purchase graphics and fixtures for 600+ consumer electronics stores.

Also oversee Space Planning activities including plan-o-grams, merchandising, adjacencies and analysis of return on invested space.


Initiated major visual merchandising changes including new graphics, color palette, several new fixtures (both for Circuit City and vendors) as well as defining new processes for improving department performance, measuring return on space and re-brokering the space within the stores.

Management Activities:

  • Re-organized department to realize 85% improvement in turnaround times.
  • Saved $5.7 million on first chain-wide visual merchandising initiative.
  • Integrate point of purchase with marketing and the web for an integrated look and feel at all consumer touch points.
  • Develop and control budgets that will result in lower over-all store costs.
  • Direct creative work of several outside agencies and freelancers.
  • Present strategies and projects to Executive Committee.
  • Develop staff of eighty-five internal associates.

Vice President, Design & Construction

THE WIZ- Edison, NJ
Vice President, Design & Construction

(August 1998 through March 2002)

Responsible for store design and construction as well as point of purchase displays and print materials for a chain of 43 consumer electronics stores in the New York metropolitan market.


Supervised the design and development of the newest format for THE WIZ, which has won awards from VM&SD Magazine, The Society of American Registered Architects, and NASFM, as well as being favorably covered in articles by Chain Store Age, VM&SD, and Display & Design Ideas magazines

Management Activities:

·        Design and develop engaging and entertaining store fixtures and point-of-purchase materials.

·        Integrate Design & Construction with Merchandising, Marketing, Finance and other facets of the business.

·        Develop and control budgets for design, construction, point-of-purchase, the office facilities, facilities maintenance, car audio installation, and custom home installation.

·        Direct the efforts of an in-house staff of 18, as well as outside retail design firms, graphic designers, and general contractors.

·        Report to Executive Vice President, Merchandising & Marketing.


Vice President, Retail Environments

Foot Locker Corp.- New York, NY (Formerly Woolworth Corp.)

(August 1990 to April 1998)

Responsible for store design, point-of-purchase, and audio/visual for all Kinney Corporation divisions.  These include Foot Locker, Lady Foot Locker, Kinney Shoes, Champs Sports, Kids

Foot Locker, World Foot Locker, Basics, Colorado, Going to the Game, and FootQuarters… 4,200 stores in all.


Supervised the design and development of World Foot Locker (winner of Retail Store of the Year 1993) Colorado, Super Champs (winner of Retail Store of the Year 1994), Kids Foot Locker and Basics.

Management Activities:

·        Increase sales and market share with excellent in-store design and point-of-purchase pieces.

·        Constantly explore the retail market for “cutting edge” ideas, which could be tailored for any existing divisions.

·        Change visual presentation so dramatically that Kinney Corporation specialty stores “refuse to be ignored” in today’s cluttered retail environment.

·        Integrate Retail Environments with Construction, Marketing, Merchandising and overall corporate strategies.

·        Implement design techniques that will convey each individual division’s image consistently in all store formats.

·        Develop and control budgets that will result in lower over-all store costs.

·        Keep abreast of what architects, outside designers, and on-staff store planners see ahead in order to intelligently forecast projected design trends.

·        Develop staff of twenty-six internal associates.

·        Direct creative work of several outside agencies and freelancers.

·        Report to Senior Vice President of Marketing and Strategic Planning.


Marketing Director

Kinney Shoe Corporation

(July 1989 to August 1990)

Responsible for all marketing functions of six retail divisions: Kinney Shoes, Champs Sports, Susie’s, Sportelle, FootQuarters, and Fredelle (2,000+ stores, $1 Billion annual sales, $30MM annual advertising budget).

Management Activities:

·        Establish marketing objectives and strategies for each retail division.

·        Manage daily operations for the creation and execution of integrated marketing efforts.

·        Direct outside agencies (advertising, point of purchase and Hispanic) in execution of all creative, media, and in-store graphic programs.

·        Develop a staff of fifteen internal associates.

·        Deliver major presentations to general management and all levels of field personnel.

·        Develop new and innovative creative concepts to motivate and involve customers at the point of sale.

·        Coordinate resources of buying, merchandising, advertising, visual and legal groups through all stages of promotional campaigns.


Bachelor of Arts

City University of New York-College of Staten Island


John Clough

“Ed Pettersen is a guy who makes things happen! We worked together, when I was at Casio and Ed was at Circuit City, to launch Casio's entry into the digital imaging business. With Ed's help we created an innovative, self demonstrating in-store display and signage, telling the Casio story in an environment that was synergistic and complemented both partners. There were numerous internal roadblocks that Ed had to overcome, but he believed in his ideas and demonstrated the leadership and tenacity to make it happen. Ultimately, this program was a tremendous success for both partners because of Ed's clear vision and ability to implement it.” April 28, 2008

Vinesh Singh

“Absolute pleasure to work with Ed. Ed's simple thinking and practical approach is something that impresses me most about him. Ed is very knowledgeable and shares it extensively with all team members - he essentially explains his thought process quite well which is very educative for the other team members. Some of Ed's ideas are simply brilliant and innovative and even though we could not implement them immediately I am quite sure we will see them in our stores soon. Simply wonderful knowing Ed and I have great respect for him as a professional.” June 14, 2008

Cindy Morgan

“Ed was a strategic and creative partner representing the the Store Environs group. He was always providing new solutions to customer engagement challenges in the retail setting. Ed was particularily helpful in translating brand recommendations from outside agency consultants into a creative store presentation supporting an integrated marketing effort.” April 3, 2008

Kim Maquire

Ed was a great strategic partner whom I had the opportunity to work with at Circuit City. Ed has the gift of being able to assess a situation very quickly and develop action plans to solve issues, while at the same time always keeping an eye on the longer term focus. He is a very energetic and personable person with the highest degree of integrity. I absolutely valued my time working with Ed and would welcome an opportunity to do so again. February 5, 2009


Experienced store design/visual merchandising professional who creates immersive, entertaining and innovative retail spaces. Adept in change management; known for significant improvements in turnaround times and cost savings. Managed $25 million plus Visual Merchandising budgets as well a team of 85 internal associates at consumer electronics retailer Circuit City. Extremely organized, with excellent communication, motivational and presentation skills.

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Interests include music (singer/songwriter), art, animation, films.



Institute of Store Planners (former professional member)


American Society of Composers, Authors and Publishers


Founding member of the Planning and Visual Education Partnership