Building an HR Foundation to Support New Business Opportunities
Case Study: Vera Bradley

The Client
Vera Bradley, which oversees production of designer handbags, luggage, accessories, and housewares from its headquarters in Fort Wayne, Indiana.

The Situation
Since 1982 Vera Bradley has been delighting its customers with high-quality bags and accessories crafted from colorful fabrics and trims; for many of those years, it sold its products primarily through exclusive retailers nationwide. In 2007, however, the company decided to branch out and open its own Vera Bradley brand stores. The idea was popular, but to make it succeed, the company’s human resources department had to lay groundwork, putting into place uniform processes and procedures to serve a number of stores across the country. It also had to quickly build a core team to oversee each of the stores. The HR leaders became acquainted with FlashPoint through the Fort Wayne office of Barnes & Thornburg LLP, our legal affiliate, and they asked our experts to support them in their efforts.

FlashPoint's Approach
FlashPoint worked with Vera Bradley on multiple fronts to help them achieve their goals and open their stores on time.

First, we met with the company’s HR staff to review their policies and to understand what was working well and what needed to be adjusted. We also looked at the workflow of management procedures (such as recruiting and hiring, performance management, health and safety compliance, and so on) to see how the corporate office was carrying them out and how HR leaders expected the stores to incorporate them. Based on what we learned, we compiled a manager resource manual to help store managers implement key HR-related processes; the manual included step-by-step instructions, checklists, and forms. Because the new stores were in a variety of states, we coordinated with legal counsel to make sure policies and procedures were compliant with all local and state laws.

Next we analyzed the HR department’s roles and responsibilities, assessing the capabilities of the HR staff through individual interviews, questionnaires, and job shadowing. Because so much was changing at the company, and because HR was playing such a key role, we wanted to make sure that the staff was positioned well to ensure success. Based on our research, we worked with the client to restructure how roles should be handled going forward, to determine new workflow, and to revise job descriptions and other documents.

In addition, FlashPoint helped Vera Bradley’s store managers and assistant managers develop strategies for recruiting associates. We worked with managers to develop a job profile and desired behaviors that align with Vera Bradley’s core values and unique culture, and we then wrote a job description, ads, and interview guides. We established a general hiring process and trained HR team members on how to carry it out.

Finally, to support the managers and to help them become proficient with the policies and procedures we built, we developed and facilitated a number of training sessions. Topics included interviewing and selection, performance management, discipline and termination, workplace conduct, communication, and more. A key goal was to ensure adherence to the processes and consistent application across the company. Just as important, we wanted managers to feel empowered, knowing that they have the tools, skills, and experience to work through employee issues.

FlashPoint's Impact
Vera Bradley’s retail stores have been a hit. From a few select stores in late 2007, the number has grown substantially—to more than two dozen nationwide in just two years. One reason that the operations are successful is because of the company’s HR practices. Managers have a clear picture of what they’re looking for in associates, and they know how to make effective hires. Furthermore, through tools and training they have received, they’re able to promote a positive workplace environment—one that translates into satisfied and loyal customers.