Welcome to Blueprint Retail

Blueprint Retail is a boutique advisory firm that partners with management at leading retailers to address the industry’s most challenging and complex issues.

The Blueprint team includes integrated on-shore and off-shore resources with delivery capabilities across key areas of the retail business including: Merchandising, Planning & Forecasting, Strategy & Business Development, Consumer Insights & Analytics, and Product Development & Sourcing.

Blueprint has worked with major retailers including: multiple $40+ billion dollar department store companies, boutique footwear brands, industry leading luxury handbag and accessories retailers, as well as specialty toy and apparel retailers.

Meet the Leadership Team

A group of dynamic professionals across the globe

Sean Kelley

Sean Kelley

Founder & CEO

Sean is the Managing Principal and Founder of Blueprint Retail. Recent project experience includes leading a Merchandising Process & Strategy project for a $2 billion direct retailer and serving as adviser to the executive committee of the apparel division of a $42 billion retailer.

Under Sean’s leadership, Blueprint Retail recently has developed strategic partnerships with US based and off-shore firms to deliver targeted analysis and tool development for Product Lifecycle Management Planning, Distribution, Assortment, Localization, and Consumer Insights.

Prior to forming Blueprint, Sean consulted with Kurt Salmon Associates where he worked for a variety of leading US retailers. Prior to Kurt Salmon, Sean held internal positions at Coach, Banana Republic, and Deloitte Consulting.

Sean has a Bachelor of Science in Finance from Bentley College and received his Masters of Business Administration from the Leonard N. Stern School of Business at New York University.

Charlie Wärendh

Charlie Wärendh


Charlie joined Blueprint Retail in 2011 after consulting for the retail branch of Kurt Salmon. He specializes in organization design, process design, process implementation, retail technology, supply chain analytics, and outsourcing; his areas of expertise include product development, sourcing, technology, supply chain logistics, inventory management, and store operations.

Recent project experience includes helping to lead a global product development and sourcing technology system implementation for the $6B apparel branch of a national retailer. He has also helped execute various projects for clients including Bon-Ton, Chico’s FAS, Deckers Outdoors (UGG, Teva), The Home Depot, J.Crew, Kmart, RGIS, Sears, Quiksilver, and Wal-Mart.

Charlie holds a Bachelor of Science in Industrial and Systems Engineering Degree from the Georgia Institute of Technology – and is based out of San Francisco, CA.

Jeff Janes

Jeff Janes

Strategic Partner - Asia Pacific

We have partnered with Jeff and his Asia based team since 2012. They specialize in retail operations, retail business process development, product development, consumer behavior and sourcing strategy. Their project experience includes retail market entry strategy, in-store operational process improvement, consumer experience/conversion improvement, and systems selection and implementations (POS/Back Office, Merchandising, PLM, ERP) – and he has helped numerous retail clients including SW Jeans, Collective Brands (CBI), Mattel, Metersbronwe, Dancing Wolves, Federated, Hudson Bay (HBC), Talbot’s, LL Bean, MFI / Howden’s, The Home Depot, PetSmart, Sears Holdings, and Telstra / CSL. Jeff has been living in Asia since 2005 when he worked for Kurt Salmon’s Shanghai office – where he led their Asia PLM practice.

Jeff graduated from the University of Florida with a degree in Accounting and holds an MBA from the University of Georgia.

Michael Coats

Michael Coats

Marketing & Business Development

Michael joined the Blueprint Retail team in 2014. He specializes in digital marketing, public relations, sales and business development. He has worked in the sales and marketing capacity for B.R. Cohn Winery for several years. He also has worked with Coats Public Relations for several years delivering key marketing growth and business development strategies.

He brings a wealth of knowledge in the digital and social marketing space to our team.