Rue La La’s new chief executive officer is Mark McWeeny.

McWeeny is one of the original cofounders of the business, and he has served in a variety of roles within the organization. Those roles include chief financial officer, chief marketing officer and president of new ventures.

McWeeney succeeds Steve Davis. The company said the change was part of a “planned succession.” The company also said two current executive team members Mark Weinberg and Lisa Rhodes will both move into new and expanded roles. Weinberg, formerly executive vice president of corporate development, will become cfo and chief operating officer. Rhodes, in addition to her responsibilities as president, will also become a board member.

Michael Rubin, chairman of the company, said, “I’m grateful to Steve for being an incredible partner for 16 years and for positioning Rue for success as we embark on our future. These moves are a natural next step in the evolution of the brand.”

Rubin said he has worked with McWeeney since 2009 and his “experience and passion for the business make him the perfect successor.”

McWeeney said, “After a profitable 2015, we will focus on driving innovation, capitalizing on our mobile leadership, cultivating additional strong brand relationships and creating deeper consumer engagement into the future.”

He will be responsible for creating, implementing and driving the brand’s strategy, development, vision and day-to-day operations aimed at maintaining and furthering the profitability of the business, the company said.

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