By  on March 7, 2013

Flash-sale site named Stefan Pepe chief executive officer, succeeding Paul Hurley, who relinquished the post in October. Hurley remains active in the company as chairman, according to a spokeswoman.

Pepe was general manager of revenue at Zynga, a social gaming company. Prior to that, he was chief product officer at Gilt Groupe, after serving as general manager for Gilt’s children and home categories. Earlier, he spent a decade at recently decided to drop the travel, kids’ and men’s businesses to focus on women’s fashion. Ideeli was launched in June 2007 and says it has nearly 6 million members and more than 3,000 brands. Volume is estimated at between $100 million and $200 million.

In the last few years, there’s been a flood of retailers and Web sites deciding to stage flash sales while inventory has been less available, challenging the format. Ideeli has decided to become less dependent on flash sales by seeking to broaden its assortment of private label. In October, Bob Rosenblatt, who was formerly group president and chief operating officer overseeing many areas including global sourcing, finance, licensing, technology, legal and retail stores at Tommy Hilfiger, was hired as president. Private label at Ideeli accounts for about 30 percent of the volume.

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