Design E-commerce Lumens Widens Luxury Reach With Former Net-a-porter Chief Marketing Officer
MILAN — Northern California-based Lumens, a platform for modern lighting, furniture and decor, is tapping into fashion’s resources to widen its reach among luxury consumers. In a statement Thursday, the firm that emerged on the design scene as a showroom and e-commerce player in the early 2000s, said it tapped fashion veteran Dana Gers as chief marketing officer.
Gers was chief marketer of Net-a-porter from 2017 until 2021, according to her LinkedIn profile. She has also served as senior vice president, global brand marketing and communications at Jimmy Choo, where she saw the company through its initial public offering in 2014 and managed brand development, advertising, public relations, visual merchandising, direct mail, customer relationship management and digital strategy for the company. She has also worked at Guerlain, The Movado Group, Baccarat and Salvatore Ferragamo.
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“Dana’s extensive background in luxury retail makes her an exceptional fit as our CMO, especially as we continue to pursue our strategy of becoming the preferred resource for luxury design aficionados and the architecture and design trade,” said chief executive officer Laura Walsh of Gers’ hiring.
Lumens, which sources more than 425 high-end design brands, said Gers is a design and interiors enthusiast and pursued certificate programs at the New York School of Interior Design and the UCLA School of Architecture and Interior Design.
“Her strength in brand strategy, digital marketing and team leadership, combined with in-depth experience developing marketing programs to drive sales, customer acquisition and retention, will be pivotal as we continue to elevate our brand and scale our business,” Walsh said.
Lumens is part of Italy-based Flos B&BItalia Group‘s galaxy of leading firms. Along with lighting firm Flos and design brand B&BItalia, it also owns Danish lighting-maker Louis Poulsen, Arclinea, Maxalto, Azucena and Audo Copenhagen and Fendi Casa.
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