Online rug retailer Ruggable has named Nicole Otto as its new chief executive, bringing in a leader with deep experience in direct-to-consumer retail.
Otto spent 16 years at Nike, where she led the company’s North American direct-to-consumer division, overseeing digital sales and brick-and-mortar operations across the US and Canada.
More recently, she served as global brand president at The North Face and worked as a senior advisory consultant with McKinsey & Company.
Her appointment comes after a two-year vacancy in Ruggable’s top leadership position. Otto replaces Nathan Baldwin, who led the company from 2018 until 2023.
That year, Ruggable cut 100 corporate jobs as part of a restructuring effort amid a difficult economic climate, though the company has not confirmed whether Baldwin’s departure was related.
Despite challenges facing many direct-to-consumer brands, Ruggable has continued to expand.
Following last year’s restructuring, the company added over 1,000 new designs to its machine-washable rug collection and grew its international presence, launching operations in the UK.
Now, the company is looking to Otto to lead its next phase of growth. “Nicole shares our vision to redefine the future of home textiles,” said founder Jeneva Bell.
“With her global and omnichannel expansion experience, we’re confident that she will successfully lead Ruggable through its next phase of growth over the coming years.”
Otto said she is focused on expanding the brand and deepening its connection with customers as she takes the helm.
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