Rue La La Strengthens Leadership Team with Two Executive Hires

Steve Davis Appointed President and Ira Melnitsky Named Chief Merchandising Officer

Oct 28, 2010, 08:00 ET from Rue La La

BOSTON, Oct. 28 /PRNewswire/ -- Rue La La, a leading private sale shopping destination, today announced that it has appointed Steve Davis as President and Ira Melnitsky as Chief Merchandising Officer.  Both executives will report to Ben Fischman, founder and CEO of Rue La La.

Davis comes to Rue La La from parent company, GSI Commerce, where he helped build GSI into a leading provider of e-commerce, multichannel retailing and interactive marketing for large, business-to-consumer enterprises around the world.   Davis will lead Rue La La's day-to-day operations including marketing, customer experience and technology. 

Davis has served as an executive at GSI since 2000 and has had responsibility for a variety of key functions including account management.  Davis was also instrumental in the establishment of the company's full service interactive agency, today known as TrueAction.  

In 2007, Davis was appointed Executive Vice President of International at GSI Inc., where he established and advanced international technology, fulfillment, customer service and research and development capabilities for the company.

As Chief Merchandising Officer, Ira Melnitsky will focus on aligning the world's top brands with Rue La La. He joins Rue La La from Tumi, Inc., where he was the company's Executive Vice President, North America. While at Tumi, Melnitsky was responsible for retail operations, wholesale sales and marketing as well as global real estate and construction.  Melnitsky also developed a comprehensive program of talent assessment, training and performance standards dubbed "Retail as a Center of Excellence." The program served as the foundation for retail growth at Tumi.

Prior to Tumi, Melnitsky served in different executive roles for Ferragamo USA, including Executive Vice President of Sales and Merchandising, Senior Vice President and General Merchandising Manager and  Vice President of wholesale sales.

"Rue La La has become a leader in the private sale space through the strength of its team," said Ben Fischman, CEO, Rue La La. "We've selected leaders who bring extensive e-commerce and merchandising knowledge that will bolster the efforts of the organization.   Steve's extensive experience in driving operational excellence in e-commerce businesses combined with Ira's background in the luxury wholesale market will further propel Rue La La as a leader in this exciting marketplace. "

Both Davis and Melnitsky will be based out of Rue La La's corporate headquarters in Boston.

About Rue La La

Rue La La is a Members-only online shopping destination for all things related to a life of style and a strategic partner to innovative brands looking for new ways to achieve their business goals.  Founded in 2008, Rue La La inspires its members daily with access to a curated selection of the most coveted brands and offerings in fashion, home, beauty, travel, and more within its 48-hour, private sale Boutiques.  Rue La La is a part of GSI Commerce, Inc.  (Nasdaq: GSIC). Experience Rue La La by visiting

Forward-Looking Statements
This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. All statements made in this release, other than statements of historical fact, are forward-looking statements. Actual results might differ materially from what is expressed or implied by these forward-looking statements. Additional information about potential factors that could affect GSI Commerce can be found in its most recent Form 10-K, Form 10-Q and other reports and statements filed by GSI Commerce with the SEC. GSI Commerce expressly disclaims any intent or obligation to update these forward-looking statements.