July 19, 2010, 2:40 PM

Design Within Reach shuffles its executive staff

Positions include sales, merchandising, marketing and operations. 

Thad Rueter

Senior Editor

Lead Photo

Design Within Reach Inc., a multichannel marketer of contemporary furniture, has named four executives to vice president positions.

Design Within Reach, founded in 1998, is No. 409 in the Internet Retailer Top 500 Guide. The company sells furniture through the web and retail locations it calls studios.

The retailer promoted Sandra Hansel from regional director of sales for New York and the Northeast to vice president of sales. She had been in her previous position for five years. She will continue to oversee the New York region as part of her new job.

Bethany Kemp, previously I.T. systems manager and director of studio operations, was promoted to vice president of studio systems, processes and procedures. She will oversee the policies and procedures that support the retailer’s sales and services efforts, as well as supervise its call center and operations workers. Kemp started in Design Within Reach’s call center in 2001.

Michael Sainato, who worked as the retailer’s art director from 2005 to 2008 before taking a university teaching job, rejoined Design Within Reach as vice president of creative and marketing.

Kari Woldum was promoted to vice president of merchandising. She leads a team that includes six buyers and assistant buyers. She joined Design Within Reach as assistant buyer four years ago.

“Each of these new appointees brings ability, knowledge, experience and enthusiasm to their respective roles," says John Edelman, the retailer’s president and CEO. "They have all contributed greatly to our past success and will be instrumental as we continue to build the brand and improve the profitability of the company."


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