Birdy Grey, the DTC bridal brand known for its affordable and on-trend bridesmaid dresses, suits, gifts, and accessories, is announcing the appointment of Anthony Potgieter as the brand’s first Chief Growth Officer. With more than 20 years of experience scaling some of the world’s most recognized consumer brands, Potgieter brings a proven track record of building high-velocity growth engines where culture meets commerce.
Potgieter joins Birdy Grey from Stanley 1913, where he served as Senior Director of E-Commerce, helping drive the brand’s explosive rise as one of the most culturally relevant and talked-about consumer brands in the world by scaling its DTC business into a core growth engine, driving nine-figure revenue growth. Prior to Stanley 1913, he led DTC e-commerce at Evolve, overseeing the travel brand’s direct business across marketing, revenue, product, and finance. Earlier in his career, Potgieter scaled Wyze’s DTC business from zero to USD 200 million in just two years, transforming it into a direct-first brand and establishing one of the more remarkable growth stories in consumer tech.
“I’m thrilled to be part of this incredible company and help spearhead its next phase of growth. Birdy Grey drew me in for all the right reasons: a brand people genuinely love, a driven team, and a huge opportunity ahead,” says Potgieter. “The market has already spoken, now it’s time to scale. I’ve spent my career unlocking the next level of growth for brands people are passionate about, and I couldn’t be more excited to drive that transformation alongside this team.”
In his new role, Potgieter will lead the company’s growth organization across marketing, brand, digital product, partnerships, and customer experience. He will focus on building a modern full-funnel growth engine designed to expand the brand’s reach, deepen customer relationships, and accelerate long-term revenue growth. Potgieter joins Birdy Grey following its appointment of retail veteran Jill Layfield as CEO and the introduction of groomsmen suits in 2025.
“We are so excited to welcome Anthony to the Birdy Grey team. He’s truly customer-obsessed in every way–the kind of person who thinks deeply about the end-to-end experience, and he pairs that with creative range, an innovative mindset, and a sharp data-driven approach,” says Layfield. “Most of all, he brings a genuine passion for building brands that people love. We couldn’t have found a better leader to help us write this next chapter.”
Since its founding in 2017, Birdy Grey has disrupted the bridal industry by making the bridesmaid experience more joyful, inclusive, and accessible while remaining a digitally-native brand and resource brides and bridal parties alike can rely on for quality products and inspiration.
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