Oblak Named Wayfair.com Senior VP, GM

Wayfair has announced that is has appointed Steve Oblak to the newly created position of senior vp and general manager of its flagship cite. With his appointment, the company stated, Oblak will spearhead strategy and execution for Wayfair.com.

“In his time at Wayfair, Steve has been a key driver of the company’s rapid growth and success,” said Niraj Shah, Wayfair CEO and co-founder. “He has tremendous insight into our supplier network and is dedicated to building an exceptional shopping experience. As we accelerate our rollout of private label brands and create a larger scale site merchandising strategy, I am confident that Steve is the right person to lead the charge for Wayfair.com.”

Oblak was Wayfair vp/category management, overseeing catalog operations and all supplier and manufacturer relationships, as well as heading up category management, buying, site merchandising and supplier relations for the company, it related. In addition, he supervised the company’s AllModern and Wayfair Supply businesses as well as taking a lead roll in building out Wayfair.com’s Daily Sales program, a flash sale venture. Oblak previously had served as vp at River West Brands, a venture firm focused on acquiring and re-commercializing dormant consumer brands, Wayfair related.

In a recent interview with HomeWorld Business, Oblak stated that Wayfair is working to become not only the top home furnishings brand on the Internet but also “an amazing destination.” In his almost five-year tenure with the company, he helped develop a merchandising strategy encouraging consumers to not only shop but to use the Wayfair site as a resource that can help them develop and reach goals related to enhancing home environments.

Wayfair launched in 2002 selling furniture and audio/visual products. In its first year, Wayfair sales were about $450,000, the company reported. In January, Wayfair posted 2013 revenue of $915 million, an annual revenue growth rate of 55% and order intake exceeding $1 billion.