Press Releases January 20, 2026

Perkins&Will Expands Global Retail Practice with Strategic Hiring of Five New Principals

The team’s market insight and cross-disciplinary expertise will help clients navigate changing expectations around retail and mixed-use developments.

SEATTLE—In a move that reflects broader shifts in how people shop, socialize, and spend their time, Perkins&Will welcomes five acclaimed retail design strategists to advance the firm’s growing retail practice. Led by Matt Billerbeck in Seattle, the team—comprising Sophie Bramall in Dallas, Erich Dohrer in Chicago, Sarah Holstedt in Seattle, and James Mellor in San Diego—will work with Perkins&Will colleagues worldwide to design and deliver dynamic retail destinations that reenergize communities.

“I’ve always believed our greatest value is in how we think: the questions we ask, the ideas we test, and the creativity we bring to everyday problems,” says Billerbeck. “Perkins&Will approaches the work with that same mindset. Together, we can elevate the thinking behind retail and give clients solutions they can’t find anywhere else.”

Each of the retail team members comes to Perkins&Will from the same Amsterdam-based design and engineering firm, and collectively they are known for transformational work on commercial districts, experiential retail environments, and mixed-use projects. Their portfolio spans multiple continents and includes repositioned shopping centers, urban districts, stadium neighborhoods, airports, transit-oriented developments, hospitality interiors, and vertically integrated commercial hubs.

“Our goal is to build the most sought-after retail practice in the world, and the addition of Matt and the team represents a major step in that direction,” says Perkins&Will CEO Phil Harrison. “The group’s collective market intelligence and longstanding client partnerships will position us for success on virtually any type of project with a retail component.”

Together with our clients, we create retail destinations that are wildly successful for consumers, tenants, and entire communities.

Matt Billerbeck, Retail Practice Leader

The evolving nature of retail

The team joins Perkins&Will at a moment of reinvention for retail. Once considered largely transactional, today retail is woven tightly into the community fabric, creating opportunities for human connection and joy. As a result, developers are transforming aging malls, big-box sites, and other commercial properties into neighborhood anchors by embedding shops and services in them. Many transit hubs, sports districts, and neighborhood streets are experiencing renaissances through the thoughtful integration of retail, too.

“Retail is one of the most powerful activators of the public realm. Making it work—for people and for business—depends on the skill and experience of retail designers and strategists,” Billerbeck says. “That’s where we come in. Together with our clients, we create retail destinations that are wildly successful for consumers, tenants, and entire communities.”

A team powering insight and collaboration

With service offerings that include strategy, tenant mix and feasibility support, customer-journey mapping, ground-plane planning, and full-service retail architecture, the retail team will support developers, institutions, and municipalities around the world in designing environments that are commercially resilient and culturally relevant. They will also collaborate with Portland Design, Perkins&Will’s London-based retail consultancy known especially for airport retail strategy, customer experience, and future-of-retail research.

“Our goal is to connect global insight with local market understanding,” says Billerbeck. “By bringing together Perkins&Will’s design excellence, Portland’s research and insights, and our experienced team of design strategists, we’re creating a practice that can anticipate what’s next in retail and deliver it at any scale, anywhere in the world.”