The Series B round for Witherspoon’s Draper James brand was led by San Francisco-based Forerunner Ventures.
Canopy will focus on emerging e-commerce businesses.
New York – Alexander Interactive (AI), a leading web design firm with major consumer brand clients, is launching a new agency dedicated to servicing emerging ecommerce businesses. The new business unit, Canopy [www.canopycommerce.com], will work with small to midsized businesses and brands, as well as select startups, to develop and deliver effective ecommerce and user experience solutions for companies in a highly cost-effective manner. AI’s director of strategy, David Wertheimer, has been appointed as chief executive officer of Canopy.
Signing on as Canopy’s first client is SweetBreath, a popular breath freshener brand. SweetBreath is held by TPR Holdings LLC, of New York, N.Y., a consumer products holding company that also operates the French Connection UK fragrance license among other holdings. Through Canopy, the SweetBreath website will undergo a site redesign, and will re-launch with an ecommerce offering for the brand’s full range of products, which include breath drops and sprays, as well as toothpaste and mouth rinse.
Ecommerce veteran David Wertheimer will lead the Canopy team of web professionals based in New York. As AI’s director of strategy, Wertheimer led numerous strategic initiatives, from business positioning and user experience to metrics analysis and multivariate testing. Prior to AI, he ran ecommerce and Internet marketing for Clarins USA, tripling its online revenue while overseeing the domestic launch of its online retail site; he also held consulting and director roles for companies including The Economist, Yahoo! HotJobs, Draftfcb and Rodale. He is an internationally recognized public speaker on ecommerce and usability and one of the world’s longest tenured bloggers. Wertheimer holds an MBA from the New York University Stern School of Business and a bachelor's degree from Franklin & Marshall College.
Drawing from AI’s strengths as a leader in ecommerce, Canopy’s solutions will serve clients and their customers through the development and integration of intuitive user interfaces, smart layouts and easy-to-administer platforms. Canopy’s comprehensive suite of services will include ecommerce development, based on the industry-leading Magento platform; custom web design; user experience; search engine optimization (SEO); online marketing; email marketing, site hosting and support; and retainer services.
“Canopy is designed to give smaller businesses the opportunity to move into ecommerce quickly,” said Alex Schmelkin, co-founder and president of Alexander Interactive. “It’s the success we’ve had working with larger companies that we can expand our services now, and we can apply that experience to this new base.”
“We are looking forward to bringing Ai’s expertise to a new segment of the market,” said David Wertheimer. “For the SweetBreath site, Canopy plans to deliver to TPR the high-quality frontand back-end solutions, along with the AI-style of dedicated support, that the brand deserves.”
“AI has a solid track record of creating strong websites for clients,” said Stuart Litman, COO of TPR Holdings. “We anticipate a long relationship with Canopy that we hope includes the web extension of our other consumer products brands.”
About Alexander Interactive and Canopy
Alexander Interactive is a full-service, interactive agency specializing in the optimization and development of ecommerce platforms. Based in NYC, Alexander Interactive’s experienced team of over 40 full time employees create a boutique digital service in ecommerce. Alexander Interactive clients include Lowe’s, Citi, Pepperidge Farm, Campbell Soup, FragranceNet.com, Schwinn, Action Envelope/Envelopes.com, Kaplan and Caché.
Canopy is a business unit of Alexander Interactive, dedicated to providing web design and strategy for small and midsized ecommerce businesses.