LYCRA names Melissa Riggs as CMO
The LYCRA Company, a global leader in sustainable fiber and technology solutions for the apparel and personal care industries, has appointed Melissa Riggs as its new Chief Marketing Officer (CMO). The appointment is a strategic move aimed at enhancing brand positioning, strengthening customer relationships, and supporting the company’s ongoing transformation in a rapidly evolving textile industry.
Melissa Riggs brings over two decades of international marketing and brand strategy experience to the role. Prior to joining The LYCRA Company, she served in senior leadership positions at several global fashion and textile firms, including Under Armour and Lenzing AG. Her expertise spans global brand development, digital engagement, sustainability marketing, and product innovation campaigns.
“Melissa’s deep understanding of global branding, combined with her proven track record of driving growth through customer-centric strategies, makes her a tremendous asset to our executive team,” said Julien Born, CEO of The LYCRA Company. “As we continue our mission to deliver innovative, sustainable solutions to our customers, her leadership will be instrumental in shaping how our value proposition is communicated globally.”
Riggs will be based at the company’s U.S. headquarters in Wilmington, Delaware, and will oversee the global marketing function. Her responsibilities will include strengthening the LYCRA® brand and sub-brands, enhancing digital outreach, and aligning marketing strategy with the company’s sustainability roadmap and customer engagement goals.
In her first public statement after assuming the role, Riggs emphasized the importance of innovation and transparency in textile marketing: “Today’s customers are more informed and values-driven than ever before. Our task is to connect with them not just through product performance, but through a shared commitment to sustainability, comfort, and innovation. The LYCRA brand already has strong equity, and I’m excited to help expand that legacy in new directions.”
Her appointment comes at a pivotal time for The LYCRA Company, which has been actively investing in sustainable innovation. Recent product launches such as LYCRA® ADAPTIV fiber and the company’s continued expansion of its EcoMade portfolio signal a clear commitment to addressing the evolving needs of both brands and consumers.
Additionally, the company is ramping up efforts to drive traceability and circularity across its supply chain. Under Riggs’ marketing leadership, The LYCRA Company aims to amplify awareness of these initiatives and position itself as a key enabler of sustainable growth within the textile ecosystem.
Industry analysts have noted that this appointment reflects a broader trend of textile companies investing heavily in top-tier marketing talent to navigate shifting market demands, especially those related to environmental impact, digital engagement, and consumer education.
As the industry faces ongoing challenges related to overproduction, fiber waste, and consumer trust, Riggs’ blend of creativity, strategic thinking, and sustainability focus is expected to help The LYCRA Company reinforce its market leadership and accelerate growth in both traditional and emerging markets.
With the upcoming 2025 launch of several new fabric technologies and partnerships with leading apparel brands, Riggs’ role will be critical in driving successful go-to-market strategies and cementing LYCRA’s relevance for a new generation of conscious consumers.
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