DEK iS A NEW YORK BASED
PRODUCT TEAM OF
KASIA BILINSKI & ERICA SERSEN.
For decades, we’ve defined the brands that define culture.
Calvin Klein. Lululemon. Theory. Helmut Lang. Coach.
We cut through the noise.
We refine.
WE MAKE PRODUCT MATTER.
We immerse ourselves in the process-
hands on, all in.
Every strategy is crafted with purpose,
where brand vision, commercial goals,
and execution flow as one.
Some brands sell things.
We build PRODUCTS that mean something.
OUR SERVICES
Brand strategy and positioning
Merchandising and assortment planning
Go-to-Market strategy
Consumer and market insights
Creative direction and concept storytelling
Product innovation and design
Product development and supply chain
Operational excellence, calendar and process optimization
Sustainability guidance
Material R&D
Collaboration and partnership strategy
Product marketing strategy
Strategically repositioned Calvin Klein’s $2B+ close-to-body portfolio, including the relaunch of CK One, women’s bras and underwear, men’s underwear, lounge, and active, delivering a cohesive brand architecture and lifestyle while driving sustained commercial success across global markets.
Transitioned the product line from 2% to 80% sustainable fabrics, with 100% of core products now made from sustainable materials, establishing Calvin Klein as a leader in sustainable design and product innovation.
Spearheaded the relaunch of the 360º consumer experience, encompassing product marketing, navigation, and consistent global packaging, resulting in increased consumer engagement and strengthened brand identity.
Led high-impact global collaborations that elevated brand perception, fostered cultural relevance, and created halo for seasonal product launches and hero products, driving deeper consumer connection, amplifying brand heat, and extending campaign reach.
Played a key role in driving Lululemon’s growth from $2.9B to $5B in under four years by leading strategic product initiatives, including the Asia fit and extended size range for women, which expanded accessibility and regional relevance.
Delivered a successful relaunch of the sports bra and casual bra categories, enhancing brand equity and consumer satisfaction while meeting evolving consumer needs.
Led the design and strategic growth of Lululemon’s Fluid Restore / No Sweat womenswear line, driving innovation and positioning the brand as a leader not only in performance but also in the lifestyle category.
Led Theory's strategic shift from a wholesale to a retail-driven model, restructuring internal calendars and team organization to align with Fast Retailing's Power Plan goals and a 15% increase in profitability.
Built a strong essentials and core replenishment business in suiting and everyday basics, establishing a foundation for consistent revenue growth and brand loyalty.
Shifted the design process to collaborate directly with vendors while maximizing the effectiveness of the in-house atelier, optimizing design development with a focus on outerwear and cut-and-sew knits.
Grew Helmut Lang into a $110M business, establishing it as a leading contemporary brand in the U.S.
Achieved 64% year-over-year sales growth by evolving the brand's iconic DNA, repositioning it in the market, and returning it to the runway. Successfully bridged the gap between accessibility and luxury, solidifying Helmut Lang as one of the most coveted contemporary labels.
Expanded cut-and-sew and outerwear categories, driving a 30% increase in profitability and building a robust replenishment business.
Led the development of a comprehensive three-year product roadmap, driving growth through strategic product architecture and enhanced digital merchandising.
Repositioned the brand’s categories, resulting in elevated consumer engagement and strengthened market position.
Led product strategies for Coach that drove category growth in Asia, launching key accessory franchises tailored to regional preferences. Focused on capturing emerging market opportunities, positioning Coach’s women’s accessories as a dominant player in the region.