Denise Incandela will lead the fashion units in the U.S. for Walmart.com, Jet.com and Shoes.com.

Wal-Mart Stores Inc. aims to step up its fashion game with the hiring of Denise Incandela, who previously worked as chief marketing officer for Saks Fifth Avenue and president of global digital for Ralph Lauren.

“Fashion is a critical category for our e-commerce business given its importance to our customers. We’re excited that Denise is joining the team as she brings incredible leadership that will significantly enhance our efforts to create a specialty shopping experience for our millions of shoppers,” said Walmart chief revenue officer Scott Hilton in an email to employees. Walmart is No. 3 in the Internet Retailer 2017 Top 500.

Denise Incandela

Denise Incandela

Incandela, whose title will be senior vice president, fashion, starts Oct. 2 and will be responsible for the retailer’s fashion business across its U.S. sites Walmart.com, Jet.com and Shoes.com, Hilton said. She will report to Hilton, who was promoted in January to his current role, charged with aligning the company’s online retail operations, marketplaces and digital stores.

Incandela most recently served as interim CEO of footwear brand Aerosoles, owned by AeroGroup International. She was named to the position in April; AeroGroup filed for Chapter 11 bankruptcy protection on Sept. 15 and is looking to sell or refinance.

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Prior to Aerosoles, Incadela was at Ralph Lauren (No. 64) for two years and Saks, which is owned by Hudson’s Bay Co. (No. 81), where she worked for 14 years and was in charge of marketing and digital. At Walmart, Incandela will oversee five general managers whose categories include women’s apparel, menswear, children’s apparel, footwear, jewelry and watches, accessories and travel, and prestige beauty.

Walmart’s hiring of Incandela comes after a year of acquisitions, starting in August 2016 when it bought online marketplace Jet.com for $3.3 billion. Earlier this year, Walmart snapped up shoe retailer Shoebuy.com Inc. (which redirects to Shoes.com), outdoor gear retailer Moosejaw, women’s apparel retailer ModCloth and men’s apparel retailer Bonobos. The new executive position for online fashion also occurs as Walmart increasingly tries to compete with Amazon.com Inc. (No. 1), which has been pushing deeper into fashion in the past couple of years, including launching private-label brands.

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