March 5, 2012, 4:06 PM

Roses & Rye hires a former Gap and Williams-Sonoma executive

Beverly Stern will work on marketing and merchandising for the shoe e-retailer.

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Beverly Stern

Roses & Rye, an e-retailer of shoes marketed to moms, has hired Beverly Stern as strategic principal. Stern, who has worked for such retailers as Gap Inc.,  Williams-Sonoma Inc. and The Gymboree Corp., will give strategic advice and marketing and merchandising guidance to the company, which was founded in 2011.

According to Roses & Rye, Stern most recently worked for Gymboree, No. 309 in the Internet Retailer Top 500 Guide, where she oversaw the launch of the children’s apparel retailer’s Janie and Jack upscale clothing division in 2002. Before that, she was executive vice president and general merchandising manager for grocery chain Dean & DeLuca. Previously, she was general merchandising manager at Williams-Sonoma, No. 25 in the Internet Retailer Top 500 Guide, after holding the same job at Gap, No. 24. Roses & Rye says Stern launched Gap’s baby clothes unit in 1989.

“Beverly’s record of scaling iconic brands coupled with her experience as a mother makes her a perfect fit for Roses & Rye,” says Patricia Calfee, the retailer’s co-founder and CEO. “As a team, we prioritize innovation, growth and passion, and Beverly brings all those skills as a leader.”

Roses & Rye sells flats designed to protect the feet of mothers, the retailer says. Consumers also can buy the shoes via pop-up shops—that is, temporary physical stores.

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