July 13, 2009, 12:00 AM

Charming Shoppes makes Bill Bass the permanent head of its e-commerce unit

The former Lands’ End web exec will permanently accept the job as president of the company`s Charming Direct division. The retailer also hired Kimberly Aylward and Lisa J. Batra, formerly of Lowes and Garnet Hill, respectively, as e-commerce directors.

Charming Shoppes is making a number of personnel moves to solidify its e-commerce business.

Charming Shoppes, No. 98 in the Internet Retailer Top 500 Guide, announced today that Bill Bass will permanently accept the job as president of the company`s Charming Direct division, which includes LaneBryant.com, Fashionbug.com and Catherines.com. Bass, the former senior vice president in charge of e-commerce at Lands’ End, had been serving in an interim capacity since February. He will continue to report to Charming Shoppe’s CEO Jim Fogarty.

Charming Shoppes, which generated web sales in 2008 of $156 million, also hired two new e-commerce directors to report to Bass. Lisa J. Batra joins Charming Shoppes as director of e-commerce for the Fashion Bug brand. Batra`s direct-to-consumer experience of more than 10 years includes product management positions at Bath & Body Works and QVC Inc. Most recently, she was employed by the Lowe`s Cos. Inc. as the head of marketing for Lowes.com, with responsibility for marketing, strategy and e-commerce site operations.

Kimberly Aylward has joined Charming Shoppes as director of e-commerce for Catherines.com. Aylward previously spent 12 years at Garnet Hill Inc., where she served most recently as director of web merchandising and cross-brand business development.

Batra and Aylward will have responsibility for developing online content and strategies, and driving the sales and profitability of their respective online brands, says Charming Shoppes.

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