Her Story
About Lidia Simoes
Lidia Simoes Leite is a seasoned fashion industry executive with nearly two decades of experience spanning retail buying, wholesale, and apparel manufacturing across three continents. Born in Brazil and having built the early chapters of her career in South Africa — where she held buying roles at Mr Price Group and account management positions at Drake Clothing — Lidia developed a uniquely global perspective on product development, vendor sourcing, and retail strategy. Her journey eventually led her to Los Angeles via a Hong Kong-based manufacturing company, where she transitioned into wholesale leadership and began establishing herself as a driving force in the off-price retail space. Fluent in both English and Portuguese, she brings a cross-cultural fluency to her work that extends well beyond language.
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What sets Lidia apart is her remarkable track record of transforming struggling businesses into thriving, high-volume vendor partners for some of America's largest retailers. During her tenure at Popular 21, she inherited a business teetering on the edge of collapse and, through strategic account management, disciplined relationship-building, and sharp merchandising instincts, grew her accounts from approximately $5 million to over $30 million in annual sales — helping propel the company to $50–60 million overall. That same results-driven approach carried her to Threads of Love, where she joined with a clear mission: to earn a coveted seat at the table with TJ Maxx, the dominant force in off-price retail. Now serving as VP of Sales and Product Merchandising, she leads cross-functional teams across sales, design, and production, collaborates on seasonal collection development, and ensures that every product hitting the floor meets both market expectations and competitive price points — a mission she has accomplished, having secured key vendor status within their category.
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Beyond her professional achievements, Lidia is guided by a set of values that are as practical as they are principled. She is a firm believer in radical honesty, open communication, and loyalty — treating long-term trust as a currency more valuable than short-term financial gain. She attributes her sustained success not to any single opportunity, but to the discipline of showing up consistently, remaining adaptable in the face of an ever-shifting market, and never shying away from owning a mistake and pivoting with purpose. Recognized as an Influential Women representative for Los Angeles in 2026, Lidia continues to champion a philosophy that blends tenacity with integrity — building not just businesses, but the kind of enduring partnerships that define a legacy in the fashion industry.
Her Interview
Ten minutes with Lidia Simoes
01What do you attribute your success to?
My success comes from the strategic decisions I have made throughout my career to continuously deepen my expertise, paired with the relationships I have built along the way. I am proud of my ability to take smaller companies and grow them into essential, high-volume vendor partners for major retailers. When I joined my previous company, they were on the verge of bankruptcy, generating roughly $5 million in annual sales. Through consistent effort, strong buyer relationships, and focused execution, I grew my accounts alone to approximately $30 million a year. That same philosophy carried into my current role, where we have achieved key vendor status with TJ Maxx. At the core of it all is consistency — showing up every day with the best possible attitude, remaining open to learning, and staying adaptable. Even when things are difficult, I show up. I am also willing to acknowledge when something was not done correctly and pivot toward a creative solution, which is critical in an industry as fast-moving and unpredictable as fashion.
02What advice would you give to young women entering your industry?
Consistency is everything. Show up every single day with the best possible attitude, regardless of whether things are going well or are incredibly hard. Be open to learning at every stage of your career, and do not be afraid to admit when something did not go as planned — the ability to own a mistake and pivot quickly is one of the most valuable skills you can develop. Our industry moves fast; what sells brilliantly one day can fall flat the next. The professionals who thrive are the ones who stay adaptable, bring creative solutions to a constantly shifting market, and never stop showing up with intention and purpose.
03What are the biggest challenges or opportunities in your field right now?
The biggest challenges in our industry right now are the rapid and unpredictable shifts in consumer demand, particularly in fast fashion and off-price retail. Staying ahead of those changes while keeping production timelines and pricing competitive is an ongoing balancing act. At the same time, the opportunities are significant. Building deep, trusted vendor relationships with large off-price retailers like TJ Maxx creates a level of stability and mutual reliance that is incredibly valuable. There is also a real opportunity in taking smaller manufacturers and scaling them into key national vendors — which is exactly the work I have dedicated my career to. As the market evolves, those who can combine strong relationships with smart use of technology and lean operations will be best positioned to grow.
04What values are most important to you in your work and personal life?
Honesty and clear communication are at the top of my list. I believe deeply in being straightforward — no games, no hidden agendas, just transparency and trust. I am an over-communicator by nature, and I think that is a strength, especially in times of crisis when clarity matters most. Closely tied to honesty is loyalty. I genuinely believe that the quality of a relationship and the depth of trust you share with someone can be worth far more than a larger number on a paycheck. Money matters, but the foundation of how you work with people and whether they can count on you — that is what sustains a career and a life.
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