The acquisition will add more than 300 products to L’Oreal’s lineup.
Barbara Levy takes over as vice president of retail strategy.
Levy’s responsibilities include building and maintaining relationships with the brands ideeli sells on its site. She reports to CEO Paul Hurley.
Levy joins ideeli after 15 years at national discount retailer Ross Stores Inc. As executive vice president at Ross, Levy was responsible for buying from more than 1,000 vendors on behalf of 700 stores.
Earlier in her career, Levy worked as senior vice president and general merchandise manager for RH Macy and Co.—now Macy’s Inc.—where she oversaw a buying team with responsibility for nearly 70 stores.
At ideeli, Levy will focus on building the company's merchandising team, devising new strategies for ideeli vendors and brands, and ensuring that the merchandising unit aligns with the strategic direction of the company. She also will work to strengthen the company's reporting and analytics systems.
Ideeli Inc., launched in 2007, has more than 2.8 million members. The site sells more than 600 apparel, accessories, home, beauty, kids and travel brands at deep discounts, ideeli says.