ShoeBuy Names New President & COO

Footwear e-tailer ShoeBuy.com has a new executive walking its halls. The Boston-based company announced today that Bob Mullaney has joined the firm in the newly created role of president and COO, and Mullaney is already hard at work.

“I started on Monday and have been busy meeting the team and getting to know everyone,” the executive told Footwear News in an exclusive conversation.

Most recently, Mullaney was president of the Americas for Rockport, where he oversaw the wholesale and retail businesses and was part of the team that facilitated Rockport’s sale early this year from Adidas AG to Berkshire Partners and New Balance. Prior to that, he held various leadership positions at Brown Shoe Co. (now Caleres), Vida Group and Stride Rite Corp.

In his new role at ShoeBuy, Mullaney will report directly to company CEO Mike Sorabella and work closely with longtime EVP of merchandising Trisha Sweeney to help fuel growth for the 15-year-old dot-com, a division of IAC.

“Phase one of my duties is to develop strong brand partnerships,” said Mullaney. “Hopefully with my experience on the brand side, it will allow me to have a better understanding of our partner’s businesses and how our collaborations can be a lot stronger.”

In addition to strengthening current relationships, Mullaney said he will also work to forge ties with new labels, particularly in the hot athletic category and in the designer fashion arena. He added, “The comfort/wellness category is also one of our biggest strengths, so we’ll continue to push that as well.”

This year, ShoeBuy has taken a number of bold steps to invigorate its business. In early January the e-tailer dipped its toe into shoe manufacturing by acquiring a minority stake in Boston Boot Co. And in February it rolled out a new site design and brand identity to improve the overall customer experience.

In a statement today, Sorabella said, “The investments and improvements we have made over the past year have helped build a great site and brand experience for our customers. Bob joins at the perfect time to lead this repositioning of ShoeBuy to help drive growth and increase market share within the developing and fragmented online footwear market. His energy, industry expertise and proven track record make him an ideal leader to capitalize on these opportunities.”

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