LINDA CHOONG
FOUNDER
LLC LEFT+RIGHT LLC

Linda Choong has transformed global companies by creating foundational direct-to-consumer businesses built for longevity. She launched flagship stores and e-commerce sites for the National Basketball Association and Herman Miller Inc., broadening these iconic companies' reach. Linda now leads her own consultancy LLC Left+Right LLC advising established companies and start-ups on long-term operational sustainability while evangelizing for brand integrity to promote customer affinity and achieve marketplace differentiation.

While at Herman Miller, Linda held the dual titles of Vice President at Herman Miller and Chief Merchandising Officer at Design Within Reach. She joined Herman Miller Inc. to lead its direct-to-consumer and wholesale businesses and worked on the acquisition of DWR. During her 15-year career at the National Basketball Association, Linda oversaw its global direct-to-consumer initiatives. She joined the league to build the NBA Store on Fifth Avenue and created new revenue streams from retail sponsorship and events. Linda also built and branded NBAStore.com, the league’s first e-commerce site. Later, Linda led the strategy and development to adapt the US success of the NBA Store channels for global expansion.

Her most important role, though (in New Heights’ mind), was serving as the Brooklyn Bound Design Committee Chair. Linda led our efforts to design and outfit our new home and worked with our Board, staff, families, vendors, and architects to help create our new home. 

Linda received her BS degree in Design and Environmental Analysis from Cornell University.