George Goldfarb retired as CEO of the Duluth-based women’s clothing chain in 2021—then was recalled to the helm in 2024 to drive a turnaround. Maurices had gone through two other CEOs since Goldfarb’s retirement as London-based investment firm OpCapita had acquired the 850-store chain in 2019. Goldfarb’s mission: Restore sales and grow margins by refocusing on customer needs at the chain’s brick-and-mortar locations. “We’ve been doubling down on personalized service and community connections” in smaller cities where Maurices is the “main style option,” he says. Goldfarb is also mentoring the next generation of leadership and helping search for a new CEO.