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Andrea Weiss, a former chief stores officer at L Brands Inc., and Bill Mirabito, chief executive officer of B2C Partners, have formed The O Alliance consulting firm.

Weiss and Mirabito said their mission is to help retailers develop seamless shopping experiences across channels. O Alliance, they said, will take a holistic approach and will tap a network of experts and firms, including B2C as well as QuizScore, Multimedia Plus and iVibe as partners.

“There is clearly a new paradigm, yet many retailers are still operating with outdated business models that don’t reflect the new reality,” said Weiss, who since 2002 has served on corporate boards and advised private equity firms. “This is evident in the focus on channel. We focus on technology-enabled consumers and helping retailers better serve them.”

“Retailers need to align their operations with technology to reach this increasingly sophisticated consumer — from marketing and social media, to in-store digital tools, to the overall company culture,” said Mirabito. “Point-to-point solutions are simply not enough.”

Weiss claimed that she was instrumental in helping L Brands, formerly Limited Brands, spin off various divisions. Subsequently, she served as a board member at GSI Commerce, and was involved in the sale of the company to eBay. Currently, she sits on the boards of Chico’s, Pep Boys, Cracker Barrel and Nutrisystem.

Mirabito has been helping traditional retailers and consumer brands maximize their online investments.

Weiss said O Alliance and its network will be involved in helping brands and retailers break down silos, integrate new systems, develop new processes, develop e-commerce, manage change, align talent, become consumer-centric and help private equity firms unlock value in their portfolios, among other engagements. She also emphasized that the firm will help execute changes and not just evaluate opportunities and advise clients.

Jeffrey F. Rayport, private equity investor, author, and founder and chairman of Marketspace LLC, a strategic advisory practice, has joined the O Alliance advisory board.