ATM Reboots Under New Leadership to Expand Beyond Slub Jersey

ATM, the brand known for its signature slub jersey, is undergoing a major reboot under new leadership. Tony Melillo, who took charge after Steven Madden acquired the company in late 2024, has brought in industry veteran Jim Kuerschner to steer the business forward. The changes aim to refresh the brand’s image and expand its reach in the market. Tony Melillo has been leading efforts to revitalise ATM since its acquisition. His focus has been on improving the brand’s visual identity and overall aesthetic. To strengthen business operations, he appointed Jim Kuerschner as president of the elevated essentials line.

Kuerschner brings extensive experience to the role, having previously served as president at Kule. He also held positions at Inditex and Carolina Herrera. His immediate goal is to raise ATM’s brand awareness while keeping its wholesale roots intact.

The brand already has a dedicated customer base, particularly for its signature slub jersey. Kuerschner plans to broaden ATM’s product range beyond this staple item. He will also work on growing the direct-to-consumer side of the business while maintaining strong wholesale partnerships.

Melillo will continue overseeing the creative direction, leaving the day-to-day execution to Kuerschner. The collaboration aims to modernise ATM’s look and attract a wider audience. With Kuerschner’s leadership, ATM is set to expand its product offerings and strengthen its market presence. The brand’s loyal following and renewed focus on visual identity provide a solid foundation for growth. The changes reflect a strategic push to balance wholesale stability with direct-to-consumer expansion.