Report: Aerosoles exec to lead Walmart's online fashion team

Walmart has tapped a retail veteran to bolster its foothold in its growing online fashion category.



Denise Incandela was named Walmart’s senior VP, fashion, effective October 2, 2017. She will lead the fashion businesses for Walmart.com, Jet.com, and Shoes.com, according to Fashion Network. In her new role, she will report to Walmart’s chief revenue officer Scott Hilton, the report said.



Most recently, Incandela served as CEO for Aerosoles. Incandela took on the role in April, succeeding R. Shawn Neville, who assumed the role of executive chairman of the board. She was also appointed to the company’s board of directors.



Prior to Aerosoles, Incandela served as president for Ralph Lauren’s global digital division. She was also executive VP and chief marketing officer for Saks Fifth Avenue, and executive VP ad president of Saks Direct.



Last week, Aerosoles filed for Chapter 11 bankruptcy protection as it looks to shutter nearly all of its U.S. stores. Aerosoles plans to maintain four flagships, in New York and New Jersey, as it shifts its focus to enhancing its e-commerce, wholesale and international businesses.



Incandela’s appointment is Walmart’s latest move to strengthen its online fashion offering. For example, the retailer acquired Shoebuy in December 2016, followed by outdoor apparel retailer Moosejaw in February and ModCloth in March. In June, the chain announced it would purchase Bonobos for $310 million in cash.



In a move to woo millennial shoppers, the retailer plans to sell the upscale Bonobos or ModCloth brands on Jet.com — a company that Walmart acquired in September 2016.