By  on June 3, 2010

In honor of its third anniversary, Ideeli, the members-only sample sale e-commerce site, has bolstered its senior management team and revamped its site.

With 2.5 million members — a considerable leap from its one million base in December — Ideeli aims to have $150 million in revenue by the end of the year, according to chief executive officer Paul Hurley. What began in 2007 as three staffers working around the dining room table of Hurley’s downtown Manhattan apartment is now a 100-person operation headquartered in a two-floor Lafayette Street office. Four relatively recent recruits are chief financial officer Bob Ross; director of brand marketing Tamara Rosenthal; senior vice president of operations Jacob Hawkins, and vice president of engineering Eduardo Frias. That foursome previously held senior-level posts at Urban Outfitters Inc., ASmallWorld.net, Overstock.com and Johnson & Johnson, respectively, where they helped “create multimillion-dollar companies,” Hurley said.

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