Solidifying its e-commerce efforts, Kellwood Co. has snagged a veteran.

Tom Pastorello has been named director of e-commerce, a new post at Kellwood. Most recently director of program management for, Pastorello also worked in various capacities with Williams-Sonoma Inc. from 1990 to 2004, where he developed e-commerce sites for Williams-Sonoma, Pottery Barn, Pottery Barn Kids, Pottery Barn Teen, West Elm and Hold Everything.

“In order to succeed in the apparel sector today, every company must have an e-commerce strategy as part of its business mix,” Robert C. Skinner, Kellwood chairman, president and chief executive officer, said in a statement. “We have added a director of e-commerce to solidify and further develop our Web business platform. Tom has a broad background of 20-plus years in direct-to-consumer including e-commerce and retail applications, and will provide the leadership across all Kellwood divisions as we grow our e-tail capabilities for our key brands.”

The $1.9 billion vendor has e-commerce sites for XOXO, Baby Phat and Phat Farm. It launched a site for Sag Harbor in late December and plans to go live with a Koret site early this spring, according to the company.

Based in New York, Pastorello reports to Michael Saunders, vice president and chief information officer for Kellwood.

In other company news, Kellwood has extended its XOXO sportswear and dress license agreement with Global Brand Holdings LLC to Dec. 31, 2011. Kellwood has held the license for the junior core apparel lines since 2003.

XOXO will feature Ana Beatriz Barros, a Brazilian model, as the XOXO girl in its spring ad campaign. Barros has appeared for five consecutive years in the Sports Illustrated swimsuit issue, as well as in ads for Guess, Victoria’s Secret and Chanel cosmetics.

This story first appeared in the January 30, 2007 issue of WWD. Subscribe Today.

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