May 28, 2002, 12:00 AM

Former Limited CEO joins NewRoads as adviser

Robert Grayson, former CEO of Limited Stores and Lerner New York, has joined NewRoads as a special adviser in initiatives helping retailers and CPG companies optimize direct-to-consumer businesses.

Robert C. Grayson, former CEO of Limited Stores and Lerner New York, has joined NewRoads, a provider of outsourced fulfillment and customer care services, as a special adviser to help NewRoads develop initiatives in assisting retail and branded consumer products companies in optimizing their direct-to-consumer businesses.

"Bob will enable us to provide an expanded solution in fulfillment and customer care by broadening an appreciation and understanding of the synergies and opportunities faced by retailers and brands in their direct-to-consumer activities," said Fred Forsyth, NewRoads` president and CEO.

Grayson is the head of consulting firm Robert C. Grayson & Associates in New York. Clients include Perry Ellis, Tommy Hilfiger, AnnTaylor, Reebok, Estee Lauder, Kenneth Cole and Liz Claiborne.

Grayson joined The Limited in the early 1970s, helping company founder Leslie Wexner grow the business from five stores and $2 million in revenue to more than 4,000 stories and $7 billion. He retired in 1992 as president and CEO of Limited Stories and Lerner New York, the two largest divisions of the company.

Based in Greenwich, Conn., NewRoads serves more than 200 clients, including retailers, brands and direct merchants such as Godiva Chocolatier and Restoration Hardware.

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