Mitchell Rhodes has been named president of GroceryWorks, the online grocer owned 50% by Safeway Inc. and 35% by UK grocer Tesco PLC. He succeeds Gary Rocheleau, who rejoins Safeway.
GroceryWorks operates Safeway.com in the San Francisco Bay Area, Sacramento, Portland, Ore., and Vancouver, Wash. It also operates Vons.com throughout Southern California. It plans to launch Vons.com in Las Vegas on Monday.
Rhodes is the former general manager and vice president of marketing for Gap Inc.'s Online Division in San Francisco, where he led all e-commerce efforts, including launching the sites, related to the Old Navy, Banana Republic and Gap brands from 1999 until departing the company in 2002.
"Mitch has considerable expertise in building profitable e-commerce businesses," said Vasant Prabhu, Safeway, Inc. EVP, CFO and President of E-Commerce Businesses. "We're pleased to have him leading GroceryWorks as it continues to grow and improve service in existing markets, as well as enter into new ones."
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