Keven C.

Wilder
Wilder Inc.
Creative Retail Strategies
2154 W. Division St., Ste. 402 Chicago, IL 60622
T: 773.772.7172 F: 773.772.7281
kevenwilder@mac.com

Creative Strategies for Retail, Catalog and E-Commerce

Wilder Inc. assists retailers in creating successful strategies to enable them to compete in today’s
rapidly changing retail environment. We specialize in helping retailers develop winning new retail
concepts and re-position existing retail stores, catalogs and Web sites for greater success.

Working as a team with our clients, we define the key issues that need to be addressed and
guide our clients through the analysis of these issues with a particular focus on the needs of the
consumer. We present cost-effective solutions so that our clients achieve the desired results.
Our firm is also a partner affiliate of the strategic retail consulting company McMillan|Doolittle,
(www.mdretail.com) based in Chicago. Depending on the assignment, we assemble an
appropriate team to meet the needs of our client and the requirements of the project.

Consulting Experience:

Wilder Inc.

Wilder Inc. is a retail consulting firm founded in 1998. Assignments have included repositioning/
re-merchandising the Custom Shop, a 60+ store chain of men’s apparel shops, developing a new
teen-focused specialty store concept for Ford, marketing Perceptual Robotics’ innovative
computer software product to specialty retailers, developing a new retail prototype for HUMMER,
developing an in-lobby store concept for Victory Gardens and teaching Harley-Davidson’s
international dealers how to be better merchants. As a McMillan|Doolittle affiliate, we developed
e-commerce strategies for a start-up furniture store; completed merchandise assortment analyses
of potential anchors for Rouse; and advised entrepreneurs launching specialty store start-up
concepts and retailers considering expansion. We conducted strategic audits for Fast Frame, a
frame franchising chain, and worked with General Motors to improve Web site navigation and
customer service. For ARAMARK, a hospital services company, we developed new prototype
hospital stores for national roll out. Recently we completed work on a start-up retail concept for
Oprah to service her TV audience and we completed work on a new retail concept for Wrigley.
We have developed course materials for the Chicago Urban League to teach entrepreneurs how
to successfully launch retail and franchise businesses. We have also contributed articles to
McMillan|Doolittle’s acclaimed newsletter Retail Watch.

Retail Business Experience:

Chiasso, Inc.
www.chiasso.com
Founder, CEO and Chief Merchant of a mall-based specialty retail/catalog chain featuring
contemporary, well-designed accessories for the home and office. Grew business from a single
store in Chicago in 1985 to a six- store chain plus a national catalog with a circulation base of
110,000+ customers. Selected stores outperformed all other stores in their respective malls and
generated sales in excess of $1,000 per sq. ft. Successfully attracted venture capital financing
for national rollout in 1997, which resulted in expansion to thirteen stores nationwide, an Internet
presence and expanded catalog circulation. Broad background in general management,
business development and strategic planning. Known for creating distinctive, functional, specialty
gift concept and award-winning store design, corporate identity and catalog design. Built and led
a highly motivated, results-oriented team. (Company currently owned by Chris Segal, son of
Gordon Segal, founder of the Crate & Barrel).
-Served as primary merchant for the company since inception. Through market research,
sales analysis and customer surveys, evolved distinctive, eye-catching product mix and striking
visual presentation techniques. Worked with various designers and manufacturers, to develop
exclusive product and succeeded in negotiating with vendors to secure 5-15% discounts in
wholesale costs to increase gross margins to over 52%.
-Selected and collaborated with acclaimed architects and graphic designers to create
award-winning store designs and corporate identity program (logo, shopping bag designs,
wrapping paper) which generated considerable national publicity and attracted real estate
developers and customers.
-Researched and launched national catalog in 1986. Oversaw layout and design, and
wrote all copy for the catalog published each fall. Expanded circulation through aggressive
marketing and participation in holiday benefits around the country. Awarded ‘Best Consumer
Catalog’ in 1988 by Target Marketing Magazine. Developed into effective advertising vehicle for
stores and product. Extensive PR efforts resulted in coverage on the Oprah Winfrey and NBC’s
Today TV shows as well as in numerous national publications such as Newsweek, The New York
Times, Elle, InStyle, Inc., etc.
-Created program of informational in-store signage about product and designers,
enhancing the perceived value of the merchandise and fostering vendor loyalty.
-Developed program of exceptional customer service including complimentary gift-wrap,
special orders, contests and in-store events with designers such as the architect Michael Graves
to promote customer loyalty and create favorable word-of-mouth advertising.

Prior Business Experience:

-Assistant to the President of WTTW, a major public TV station in Chicago. Created a for-profit
subsidiary to produce programming for sale to subscription/cable TV systems. Negotiated with
talent for the sale of concerts and subsequent distribution in foreign and domestic video markets.

-Corporate Secretary of Field Enterprises, a privately held communications and real estate
company in Chicago. Handled various legal matters and analyzed cable and subscription TV
systems for acquisition.

-Vice President of Manhattan Cable TV, a subsidiary of AOL Time Warner Inc. Member of top
management team which engineered the turnaround of NYC cable TV system. Responsible for
the marketing, programming and legal departments. Marketing efforts were instrumental in
adding over 34,000 subscribers. Augmented channel lease revenues by over 20% and doubled
channel advertising revenues. Served as Director and Secretary of the New York Cable
Television Association.

Professional Affiliations:

Women’s Business Development Center

Contributor to Small Store Survival by Arthur Andersen and Illinois Retail Merchants Association
Admitted to the New York and Massachusetts Bars

Education:

J.D., Boston University Law School, Boston, MA

B.A., cum laude, Government, Radcliffe College, Harvard University, Cambridge, MA
B.F.A., School of the Art Institute, Chicago, IL

Client references available upon request