Door to Door Organics, the web-only grocer that is No. 457 in the Internet Retailer 2014 Top 500 Guide, has hired a technology chief and a merchandising head.

Jeff Ludwin, the Colorado-based retailer’s new vice president of merchandising, comes from online grocer FreshDirect LLC, where he worked from 2007 until 2014. Most recently, at FreshDirect, No. 80 in the Top 500, he was senior merchant, a job that included management of “category assortment and purchasing of all meat, poultry and seafood for the company,” according to his LinkedIn profile. Before that, he worked as a senior financial analyst and a consultant for other organizations not directly involved in e-commerce.

At Door to Door Organics, Ludwin will oversee e-commerce and will work directly with the customer experience team to increase customer retention and help drive product and service innovation, the retailer says.

Greg Lems, meanwhile, takes over as the online grocer’s chief technology officer. He had the same job at Placeable LLC, a services firm that helps brands market themselves locally. He worked there between March 2014 and February 2015, before which he was chief technology officer for two other companies, according to his LinkedIn profile.

Lems will manage the retailer’s operations model, which includes overseeing its food sourcing and distribution technology .

The hiring announcements follow the news earlier this month that Door to Door Organics plans to open a distribution center near Cleveland that will serve more than 20 communities.