Stylecaster is putting its business team in place with the addition of publisher Matt Rice.

Rice most recently served as publisher of Condé Nast’s Style.com, which is undergoing a makeover from a Web site devoted to fashion to an e-commerce platform. Style.com’s transition, which began in late April, has led to a masthead shakeout at the site.

Stylecaster not only snapped up Rice, but in May, hired Style.com’s former site director Jessica Teves as editor in chief.

Rice, who joined the SheKnows Media-owned site, said he would focus on “shareable content” that will include “elevated” branded ad units.

Citing Comscore data, Stylecaster said for the last six months, it has averaged about three million monthly unique viewers.

“I’ve worked in the fashion space for many years,” Rice told WWD. “A lot of the fashion sites take themselves very seriously, but there’s a place for fun in fashion. It’s OK to be a little quirky. We want this site to be a place where we can play a little bit.”

When asked whether e-commerce was in the cards for Stylecaster, the publisher offered: “E-commerce is not on the radar at this moment.”

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