Amy College Takes the Helm at Leslie's as Supply Chain Officer, Signaling Strategic Shift in Retail Transformation

Leslie’s, Inc., the dominant direct-to-customer brand in the U.S. pool and spa care market, has brought onboard Amy College as its new Chief Merchandising and Supply Chain Officer beginning July 20, 2025. This leadership appointment comes as the company navigates a critical transformation period, with Amy College succeeding Moyo LaBode, who departed the company on July 15, 2025.

Executive Profile: Amy College’s Extensive Retail Operations Background

Amy College brings formidable expertise to Leslie’s with over 25 years of retail operations leadership spanning merchandising, supply chain management, and store operations. Her professional journey reflects a deep immersion in large-scale retail environments where strategic vision meets operational execution.

Most recently, College served as Chief Merchandising and Supply Chain Officer at Petco (NASDAQ: WOOF), where she spent nearly five years overseeing critical functions including category merchandising, enterprise demand planning, visual merchandising, owned brand product development, sourcing, and distribution operations. Beyond this role, she held the position of Senior Vice President, Operations, Strategy and Territory General Manager at Petco, managing complex store networks and strategic initiatives.

Prior to her tenure at Petco, College spent more than two decades at Best Buy, one of the nation’s largest consumer electronics retailers. During her extensive career there, she held multiple merchandising and category management leadership positions, culminating as Chief Category Officer overseeing the company’s home theater, smart home, digital imaging, and appliances divisions. College earned her bachelor’s degree in business from the University of Minnesota’s Carlson School of Management.

Supply Chain and Merchandising: The Core Mandate

In her role at Leslie’s, Amy College’s responsibilities extend across the full spectrum of supply chain operations and retail strategy. She oversees merchandising initiatives, inventory management, supply chain logistics, manufacturing operations, and notably, the company’s digital marketplace business—an increasingly critical channel for growth in the modern retail landscape.

Leslie’s CEO Jason McDonell expressed confidence in College’s appointment, emphasizing that her blend of strategic vision and operational expertise positions the company well for its next phase of growth. McDonell highlighted that College’s values-driven leadership style and commitment to customer experience align with Leslie’s strategic objectives during this transformative period.

Leslie’s Market Position and Scope

Founded in 1963, Leslie’s has established itself as the preeminent direct-to-customer brand in the U.S. pool and spa care industry. The company operates an integrated ecosystem comprising more than 1,000 physical retail locations alongside a robust digital platform, enabling customers to engage through their preferred shopping channel. This omnichannel approach has become essential in contemporary retail, and the appointment of Amy College—with her extensive digital marketplace experience—signals Leslie’s commitment to strengthening this crucial segment.

Market Dynamics: Institutional Activity and Analyst Sentiment

The leadership change at Leslie’s (NASDAQ: LESL) has occurred against a backdrop of notable institutional and analyst activity. In the first quarter of 2025, significant portfolio adjustments were observed among major shareholders. BlackRock reduced its LESL position by 16.3 million shares, while Ariel Investments increased its stake by 7.6 million shares, reflecting differing market perspectives on the company’s direction.

From an analyst standpoint, sentiment has been cautious. Wall Street firms including Bank of America Securities (issued “Underperform” in February 2025) and Stifel (issued “Sell” in February 2025) have expressed reservations. Price targets from analysts have varied considerably, with recent projections ranging from $1.0 (Mizuho, Loop Capital) to $3.0 (Goldman Sachs), reflecting ongoing debate about the company’s valuation and transformation prospects.

Additionally, insider trading activity shows confidence among company insiders, with four stock purchases totaling over 257,000 shares across multiple executives in the six months leading up to this announcement, including purchases by John Strain (150,000 shares), Anthony A Iskander (63,995 shares), Susan C O’Farrell (31,500 shares), and Maile Naylor (12,000 shares).

The Strategic Significance of Leadership Continuity During Transformation

The appointment of Amy College represents more than a standard executive transition. For a company in Leslie’s stated transformation phase, leadership stability combined with fresh operational expertise can be transformative. College’s background—particularly her success managing supply chains and digital commerce at scale—directly addresses contemporary retail challenges: optimizing inventory, enhancing e-commerce capabilities, and streamlining operations.

The departure of predecessor Moyo LaBode, while potentially concerning to some observers regarding organizational continuity, is offset by Leslie’s proactive recruitment of an executive with proven success in environments comparable to Leslie’s current challenges. Amy College’s strategic vision for integrating physical and digital retail experiences positions the company to capitalize on evolving consumer preferences in the pool and spa care aftermarket.

Leslie’s statement emphasized that College’s appointment occurs at “a pivotal time” for the company, underscoring management’s confidence that her leadership will accelerate progress on transformation initiatives, strengthen cross-functional collaboration, and position the company for sustained long-term performance. As the pool care retail sector continues to evolve, the quality of supply chain and merchandising leadership has emerged as a critical competitive differentiator, making Amy College’s arrival particularly strategically sound.