Children’s apparel retail startup Kidbox has hired e-commerce veteran Miki Racine Berardelli as its new CEO.

Kidbox, which launched earlier this year, is taking a Trunk Club-like approach to children’s clothing by asking shoppers to fill out a “style quiz” focused on their children’s style preferences and then shipping a box containing six or seven items tailored to what they like. The style quiz includes details such as their child’s sizes, what styles their child prefers, any styles to avoid and the types of stores the parent normally buys children’s clothing at. The retailer offers free shipping and returns. Keeping everything in the box will cost a parent $98.

Kidbox also donates an outfit to a needy child for each box purchased.

In Berardelli, the company is getting a fashion industry veteran who was most recently president of digital commerce at Chico’s FAS Inc., No. 85 in the Internet Retailer 2016 Top 500 Guide. Berardelli left that position in April when the retailer decentralized its digital operations. She has also held leadership roles with high-profile fashion brands such as Tory Burch LLC (No. 120) and Ralph Lauren (No. 53).

“We know she will help us to reimagine the shop-at-home experience and continue to inspire us with her passion for leading a mission driven company,” Kidbox co-founder Haim Dabah says. Dabah had led the company as CEO since its launch. “”We love Miki’s passion for the business and her proven track record in growing major e-commerce brands.”