The Merchandiser

Kriston Dean, Director of Retail Planning and Merchandise

Inspired by everything from the latest trends in Europe to the local charm of Vancouver, Kriston Dean is always on the lookout for the newest and most creative ideas in the world of retail. Growing up in a family with a passion for retail that dates back three generations, it’s no wonder she’s so fascinated with and knowledgeable about branding and merchandising.

Living passionately by her two life mottos, Kriston is an enthusiastic trailblazer. Her mother taught her that “the more you do, the more you have time for.” Kriston applies this mentality to her day-to-day life, making for a busy—but exciting!—schedule. Teamed with her other motto, “follow the path less travelled,” Kriston is a prime example of not taking the paved road, but rather carving her own.

Kriston is a Communications and Advertising Accredited Professional (CAAP). As Purdys’ Director of Merchandising and Marketing, Kriston proudly leads the team responsible for all brand touch points. This includes, but is certainly not limited to, store design and merchandising, visual marketing, advertising, public relations, packaging design and product forecasting. Not to mention leading the Chocolatiers and the product development process! Talk about a full plate!

There isn’t a single detail seen in a Purdys Chocolatier shop that hasn’t been brainstormed, designed, produced, tested, re-designed and analyzed extensively by the marketing team. Anything and everything related to packaging, display collateral, signage and presentation has passed through the diligent hands of this hard-working group of people who dedicated to enriching and creating the “Chocolatier Experience” that is Purdys Chocolatier.

Take a closer look, and Kriston’s face may look familiar! Kriston was recently featured in the second season of Undercover Boss Canada, where she scoped out various Purdys locations in disguise. Kriston and the Purdys Chocolatier “Sweet Day” Glee Club were also featured on Canada Sings!, also in its second season. Take a peek at the behind-the-scenes on our YouTube Channel.

Follow Kriston on Twitter: @KristonDean

Catch more on Kriston’s love and life in retail on her blog: