Awareness Leadership Strategy Prioritization Communication Creativity Management Execution
When I was 26, I co-founded the e-commerce startup Apt2B, an exciting home furnishings brand catered to modern living (www.apt2b.com). During the tail end of the (last) recession, there was a gap in the industry for affordable home furnishings in larger cities and virtually no online presence for great looking sofas, beds and home decor. My friend and business partner, Mat, and I seized the opportunity and began riding the incredible wave that was the last 12-13 years.
After securing seed funding from friends and family, my wife and I packed up our car and moved from NY to CA to get Apt2B on its feet in 2010. After a few years of relentless hustle, what started as two guys, a girl and a dream in a Hollywood studio apartment ended up with Apt2B becoming a major player in the e-comm space. We won, we lost, and in the process I learned more than I ever could have imagined.
In 2018, we sold the company to a top 100 retail furniture chain and I stayed on as C.O.O. for another 4 years until the end of 2022. I'm incredibly proud of our success as a company, developing one of the most scalable and profitable business models in the retail furniture industry and having a lot of fun along the way.
Key Milestones + Achievements
Sales + Growth
Led company from inception to annual revenue of over $40M
Cultivated key online retail strategy and promotional structure, generating double digit growth YoY for 10+ years straight
Developed key strategic partnerships with brands like Costco, Bed Bath and Beyond, as well as many players in gaming, 3D/AR visualization technology and Fintech
Completed successful acquisition and exit after 7 years in business
Mentored by seasoned leadership team of CEO, CFO and Chairman under new ownership
Operations
Created and refined a successful and profitable business model in challenging and dynamic e-commerce furniture space
Developed and cultivated national logistics strategy, technologies and partners
Oversaw post-acquisition integration of company to systems and infrastructure of larger parent company
Navigated supply chain issues and factory production during COVID-19 pandemic
Facilitated company culture of positivity and personal responsibility, developing careers of numerous rising young professionals
Creative + Marketing
Developed and maintained brand values, overseeing creative marketing and branding management
Cultivated partnerships relationships with leaders in e-commerce at Google, Meta, VaynerCommerce, Privy, Attentive, Klaviyo, and was recognized as a Shopify Master
