July 1, 2014, 11:03 AM

Chico’s names a new head of e-commerce and marketing

Miki Racine Berardelli, formerly the chief marketing officer at specialty apparel retailer and maker Tory Burch Inc., will be in charge of online retail and marketing for all Chico’s brands.

Lead Photo

Chico's CMO Miki Racine Berardelli

Miki Racine Berardelli, formerly the chief marketing officer at specialty apparel retailer and maker Tory Burch Inc., has a big new job at Chico’s FAS Inc.

Chico’s, No. 92 in the Internet Retailer 2014 Top 500 Guide yesterday named Berardelli as its new president of digital commerce, chief marketing officer and executive vice president. As the new top e-commerce and marketing officer, Berardelli will be in charge of e-commerce, as well as customer analytics, digital marketing, social media, and strategic planning for all Chico’s brands. Those brands include Chico's, White House| Black Market, Soma Intimates, and Boston Proper.

Berardelli comes to Chico’s from Tory Burch (No. 157), which generated online sales of $171 million in 2013. At Tory Burch she was in charge of worldwide marketing, public relations and e-commerce. Prior to joining Tory Burch in 2009, Berardelli was senior vice president of marketing at Ralph Lauren (No. 58) and also worked at Limited Too/Tween, Experian North America and McMillan Associates.

“She will play a vital leadership role across all of our marketing efforts and in particular how we advance and align e-commerce, digital marketing, social media, and other ways to drive our company's growth in today's ever-changing retail landscape,” says Chico’s CEO David Dyer

Berardelli takes over as the top online retail and marketing executive at Chico’s at a time when the women’s specialty apparel retailer is looking to once again grow Boston Proper, its direct marketing business, and reverse declining same-store sales.

Chico’s no longer breaks out e-commerce metrics. But for the first quarter ended May 3, did report:

  • Total sales increased 1.6% to $681.6 million from $670.7 million.
  • Comparable-stores sales decreased 2.6%.
  • Revenue for Boston Proper declined 5.1% to $24.3 million from $25.6 million.
  • Net income was $31.9 million compared with $51.7 million in the prior year.

Chico’s operates 1,496 stores in the United States, Canada and Mexico.

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