GameStop is undergoing a transformation to move beyond video games and dedicate more space to gaming collectibles in its stores. As part of this transformation, the retailer has created a new senior leadership position to oversee the strategy — Senior VP of Collectibles — and has appointed former Walmart exec Janet Bareis to helm the role.
Bareis will report to CEO Paul Raines and assume responsibility for developing and supporting the company’s merchandising strategy and operations within the growing collectibles market.
GameStop is testing out a new store concept with sister collectibles retailer ThinkGeek, converting approximately 200 GameStop locations into ‘50/50’ store concepts that dedicate 50% of retail space to pop culture and gaming-related collectible items.As part of the new experience, the retailer also is doubling the amount of wall space dedicated to its current collectibles section within an additional 1,200 store locations.
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Bareis has more than 20 years of senior management experience leading marketing and merchandising for several Fortune 500 companies in the consumer product and retail industries. Prior to joining GameStop, Bareis spent 11 years with Walmart, most recently as VP and General Manager of Brand, Product and Business Development. In this role she was responsible for product development, brand acquisitions and management, licensing negotiation and packaging.
Prior to Walmart, Bareis spent 14 years in national sales, sports and entertainment marketing and brand innovation leadership positions with Frito-Lay, Inc. and four years in major/specialty store sales with Estée Lauder Company.
