Pressed Juicery is adding a new name to its executive roster.
Former fashion magnate Simon Lee has officially joined the cold-pressed juice and smoothie franchise as its new chief marketing officer, following his roles at Fred Segal, Topshop and, most recently, The Walking Company. This marks Lee’s first foray into wellness, an industry he says is “very on brand” for him.
“It’s my passion,” Lee told WWD over the phone. “When you look at what I’ve always been into personally and creatively, I like fashion. There’s something beautiful about expression with fashion, which I think is great, but, health is wealth, right? And there’s nothing, there’s nothing without your health.”
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Founded in 2010 by Hayden Slater, Hedi Gores and Carly de Castro, Pressed Juicery started as a “juice closet” inside a 25-square-foot space in Los Angeles. The franchise has since grown exponentially, with more than 100 storefronts across 10 states. These locations, Lee says, are the “heartbeat” of the company, but Pressed is on the brink of something much bigger: the democratization of wellness. Through its new partnership with Costco, Pressed Juicery is working to make its products more accessible, and Lee isn’t stopping there.
“I love the fact that you can bring wellness to a broader audience,” he said. “The wholesale growth is something I want to be a part of. I love the idea that wherever you are on your journey, you can get Pressed.”
Accessibility is top of mind for Lee as luxury consumer spending slows. Finding a middle ground where consumers can afford to buy Pressed Juicery goods while still allowing the business to prosper is the ultimate end goal. Already, Lee said there have been decisions that the business has taken “to not do certain things, which would make it more expensive.” He noted: “That was a fundamental tenet of the founder.”
Lee also plans on bolstering both the brand’s website and social media. The idea is to paint Pressed Juicery as the prime destination for a healthy fix. “Or even just somewhere to go when you’re bored,” Lee said. “I would like people to think about Pressed as a modern, design-forward wellness brand that’s accessible to everyone. I really want to look at how we evolve this brand and how we show up visually and internally.”
Part of the Pressed Juicery evolution will include doubling down on influencer marketing and partnerships. “There’s a lot of great brands and great people that I think we could collaborate and do something fun with,” Lee added.
