October 15, 2007, 12:00 AM

Nike gets its e-commerce team into shape with three retail veterans

Nike Inc. expands the management team behind Nike Electronic Commerce by hiring three former executives of Target Corp., Art.com and Kohl’s Corp.

Nike Inc. has expanded the management team behind Nike Electronic Commerce by hiring three former executives of Target Corp., Art.com Inc. and Kohl’s Corp. The new team reports to Chris Shimojima, who was recruited from Sears Holdings Corp. last year to fill the new position of vice president of Nike Global Electronic Commerce, reporting to Nike president and CEO Mark Parker.

The announced expansion of the e-commerce management team-Krista Berry, general manager of U.S. digital commerce, Laurence “Lo” Toney, general manager of experience management, and Rich Hoalst, planning director of U.S. digital commerce-follows a statement by Nike CEO Mark Parker late last month that Nike now looks at e-commerce as a major growth opportunity rather than a small sideline business. Nike is No. 77 in the Internet Retailer Top 500 Guide.

Berry will focus on accelerating profitable business growth through merchandising and marketing strategies. She joins Nike from Target, where she most recently served as general merchandise manager, softlines, for Target.com. Berry led a team that launched Target’s online softlines business, which delivered triple-digit growth in its first three years. Prior to Target, Berry served in several merchandising, planning and buying positions at department store chain Marshall Field’s.

Toney will work toward setting global standards and best practices for web site design, content management, web analytics and managing consumer experience capabilities. He joins Nike from Art.com, where as vice president, marketplace operations, he oversaw profit-and-loss, product management and marketing for Sistino.com, a site featuring the works of new and emerging artists. Prior to Art.com, Toney served as the category management director for the collectibles business at eBay.com Inc.

Hoalst, the new planning director for U.S. electronic commerce, joins Nike from Kohl’s, where he served most recently at vice president of planning and allocation for men’s and boys’ wear, responsible for strategic direction, seasonal financial plans, assortment plans and replenishment across Kohl’s more than 800 stores. Prior to Kohl’s, Hoalst served as vice president and divisional merchandise manager at retail department store chain Fred Meyer, a division of The Kroger Co.

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