Chicago – What kind of expertise does a retail exec delving into the Metaverse need? Answer: product development.
Crate & Barrel Holdings‘ (CBH) new Metaverse maestro is Sebastian Brauer, who has been named SVP for product design, development and Metaverse. He was previously VP of product design and development.
Brauer joined the company in 2018. In his new role, he will continue to oversee the product design, development and visual merchandising teams for Crate & Barrel brands and will also take on responsibility for the company’s strategic vision of the future Metaverse and web3.
“My passion leading teams to enable transformation – especially by bridging the physical and digital worlds through design thinking, collaboration and creativity – will allow us to explore new mediums, dimensions and technology to effectively introduce CBH to a new, modern and experiential marketplace,” he said.
Crate announced two additional promotions, which it characterized as setting the stage for future growth.
Alicia Waters, who previously served as chief marketing officer, has been named EVP for Crate & Barrel and Crate & Kids. Joan King, who previously served as SVP of e-commerce and International, was named EVP of digital and international growth.
Waters has been with the company more than seven years leading marketing efforts across every brand within the company. In her new role, she will be responsible for driving the strategic direction of the business from product and marketing, to retail operations, digital excellence and employee engagement.
“I am continuously inspired by our customers and employees to evolve the business to meet the needs of the customer and support them at every stage of their home journey whether in the kitchen, creating a nursery or revamping an empty nest,” she said.
King first joined Crate & Barrel in 2001 and has innovated the online customer experience across CBH brands on all devices, apps and in-store solutions. Today, nearly 65% of total CBH sales are online. In her new role, King will continue to lead and build the digital vision across all brands as well as lead the company’s international expansion into new markets this year.
“Since joining CBH, I have been fortunate to work with outstanding teams throughout the organization who are passionate about improving the customer experience,” said King.
“All three individuals are strong, purpose-driven leaders and have continuously brought value and innovation to the business,” said Janet Hayes, CEO Crate & Barrel Holdings Inc. “Their leadership has been fundamental to our customer-centric mindset and I know they will continue to lead Crate & Barrel Holdings into the future with vision, drive and intention.”