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Ed Hofmann

Ed Hofmann

Partner, Design + Strategy, ASG, Chute Gerdeman

At the core of great design and genuine brands are well-told stories.  Ed Hofmann is an accomplished executive who brings those stores to life thru productive, experiential, and emotionally compelling environments.


Trained as an architect, he has un-learned the ‘one-minded designer’ approach and expanded his capabilities into the world of branded fashion + beauty retail, gaining talents in innovation, business acumen, team leadership and strategy. He has a unique ability to be impactful from initial conceptualization thru to final execution at scale.  As Vice President of Store Design for L Brands, Ed drove the international expansion of the portfolio globally, performing market entries in 39 countries, including China, and opening 500 locations in 70 countries worth over $500M in sales.   Currently, he is Partner of Design and Strategy for ASG-Chute Gerdeman; helping manifest an ecosystem of the world’s best retail services.


Growing up in the mountains of Idaho, while also living 18 years in Manhattan, taught him about balancing many perspectives.  Now residing happily in Columbus, Ohio, he believes that collaborative relationships, grounded in creativity and strong team culture can allow anything to be accomplished.  In addition to his role at ASG/Chute Gerdeman, he is Chair of the Columbus College Art + Design’s advisory Board for a new MPS degree in Retail Design, guiding and learning from a new, talented generation.


When he’s not facing off with three arrogant mini-dachshunds, he enjoys taking his sons and wife to any lake they can find, tinkering on old houses, and barely functioning, analog 3-pedal cars.


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