LOS ANGELES–MyShape, the leading personalized shopping retailer for women’s apparel, today announced Mercedes De Luca has been named chief executive officer and has joined MyShape’s board of directors. The company also announced the appointment of two new executive roles: Rocky Hansler as senior vice president of marketing and Loree Lash-Valencia as senior vice president of business development.
“This new management structure and the launch of an enhanced website with new features and functionality will enable us to capitalize more fully on our leadership position in personalized online shopping.”
These executive appointments come as the company prepares to further grow and scale operations, forge strategic retail and fashion industry partnerships and build increased brand visibility. With its new management team in place, MyShape also plans to launch a re-branded website in the fall with enhanced personalization, rich editorial content and increased social functionality.
Founded in 2006, MyShape (www.myshape.com) is a pioneering online retailer that allows women to easily find clothing that fits their unique shape and style. MyShape’s patented technology matches shoppers with items that correspond to their personal measurements and fit and style preferences, solving for millions of women the age-old problem of finding clothes that fit and flatter.
“I am very excited to take on the role of MyShape CEO and collaborate with a talented and passionate executive team to grow the business and redefine the way women shop for clothes online,” said De Luca. “This new management structure and the launch of an enhanced website with new features and functionality will enable us to capitalize more fully on our leadership position in personalized online shopping.”
Mercedes De Luca is an executive with over 20 years of technology leadership experience in the high-tech industry. De Luca has a track record of designing, implementing and leveraging information technology in high-technology companies to achieve superior business results. Prior to becoming CEO of MyShape, she was the company’s chief technology officer. She also served as vice president and chief information executive at Yahoo! Inc. Prior to Yahoo!, she was vice president and chief information officer at Interwoven Inc. She serves on the board of INETCO Ltd. and is on the advisory board of CloudShare.
Rocky Hansler is a 16-year e-commerce and direct marketing veteran with a solid track record of success leading marketing and merchandising strategies for top multi-channel retailers, media companies and pure play online retailers. Hansler’s extensive retail experience includes PD Financial Corporation, where he served as vice president of e-commerce; Charming Shoppes, where he led online marketing strategy for the multi-billion-dollar women’s specialty apparel retailer, which includes retail chains Lane Bryant, Fashion Bug and Catherines Plus; Condé Nast, where he led direct-to-consumer strategy and licensing for The Golf Digest Companies; and e-commerce merchandising and marketing strategies for IAC/InterActiveCorp and Golfsmith International. Hansler joined MyShape in late December 2009 and, in his first six months, has dramatically increased MyShape’s market presence. He will continue to lead all marketing, public relations and brand strategy in addition to creative, photography and customer care.
Loree Lash-Valencia is a 20-year fashion industry veteran with a track record for brand building and penetrating new markets. A visionary fashion executive with a demonstrated track record of success on both the design and business side of working with multi-channel merchandise, Lash-Valencia’s career includes serving as vice president of sales and merchandising at Lois Hill Accessories, where she worked with national retailers Nordstrom, Macy’s, Bloomingdale’s, Lord & Taylor and Dillard’s, and design positions at BCBG, Guess and Tommy Hilfiger. Earlier in her career, Lash-Valencia served as director of special projects and fitness relations for Fila USA, where she launched strategic partnerships and created online initiatives. Lash-Valencia will drive wholesale and retail business strategy and brand partnerships for MyShape. She will be based in New York City.
About MyShape
Founded in 2006, MyShape (www.myshape.com) is a breakthrough online retailer that allows women to easily find clothing that fits their unique shape and style. MyShape’s patented technology matches shoppers with items that correspond to their personal measurements and preferences, solving the age-old problem of finding clothes that fit and flatter for millions of women. Like a personal shopper, MyShape carefully chooses items and outfits that reflect each woman’s individual shape and style and then places them in her own Personal Shop™. Women can purchase items directly from their Personal Shops or browse thousands of other styles on the site. In 2009, MyShape revolutionized shopping with the introduction of “Sizeless Dressing™” which allows women to skip the size labels with the assurance that each piece of clothing they purchase will fit and flatter them. Located in Los Angeles, CA, MyShape’s team is made up of technology, e-commerce, fashion and retail industry veterans from Charming Shoppes, Tommy Hilfiger, Robinsons-May/Meier & Frank and Yahoo!. Investors include DFJ, Tenaya Capital and DFJ Growth Partners.