January 26, 2010, 12:00 AM

Rue La La expands its men’s line, hires a Backcountry exec to lead the way

Members-only web retailer RueLaLa.com is adding a slew of new men’s apparel, sportswear and accessories brands to its roster to boost its men’s category. The retailer hired Backcountry executive Jeffrey Snyder to oversee the effort.

Members-only web retailer RueLaLa.com is adding a slew of new men’s apparel, footwear, sportswear and accessories brands as it aims to boost its men’s category.

To oversee the effort, Rue La La hired Jeffrey Snyder as senior vice president and general merchandise manager. Snyder will oversee all aspects of the company’s men’s division, as well as the company’s active lifestyle product categories. He will report to Shari Shakum, chief merchandising officer.

“We’re not just looking to add menswear, but rather, items that appeal to men,” says Snyder. Those items can include wines, vacations and accessories, he says.

Snyder most recently was vice president of merchandising and planning at outdoor gear merchant Backcountry.com. Prior to Backcountry, he was vice president of the outdoor division of the Sports Authority, No. 184 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name) .

“Rue La La is the future of online retailing,” Snyder says. “It’s changing the way we shop as consumers.”

Rue La La was launched in 2008 and has attracted more than 1.2 million members. GSI Commerce Inc. acquired Retail Convergence Inc., the parent company that operates RueLaLa.com, in November.

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