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Nationally known retail executive Miki Racine Berardelli, who ran the digital commerce division at Fort Myers-based Chico's FAS and was the firm's chief marketing officer for two years, has been named CEO of Kidbox.
New York City-based Kidbox is an e-commerce startup, launched in March, that uses a machine-learning algorithm to deliver a personalized selection of brand-name apparel to customer's homes. The company's customer base consists of parents and their young children.
Berardelli, according to a statement from Kidbox, is scheduled to start her new role next month. “We love Miki's passion for the business and her proven track record in growing major e-commerce brands,” Kidbox cofounder Haim Dabah says in the release. “As a working mom, Miki understands how important it is to give busy parents more time. We know she will help us to re-imagine the shop-at-home experience and continue to inspire us with her passion for leading a mission driven company.”
Berardelli was chief marketing office at women's retail company Tory Burch and senior vice president of marketing at Ralph Lauren prior to Chico's. She's also been chairwoman of the Shop.org board of directors, and Women's Wear Daily recently named her to the publication's “Ten of Tomorrow” list. Former Chico's CEO David Dyer, in the announcement when Berardelli was hired in April 2014, said she would play a big role in the company's “commitment to omni-channel innovation.”
On April 25 the National Retail Federation announced Berardelli was appointed to a two-year term as chairwoman of the federation's marketing council. But in a separate statement the next day, Chico's announced Berardelli was leaving the company. Her departure was part of a broader cost-cutting move in Chico's marketing and digital commerce department, but company officials didn't disclose any details on her exit.
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