Moonbasa online site

E-commerce company Moonbasa is beefing up its executive ranks amid an aggressive brick-and-mortar retail strategy over the next few years.

The company, with U.S. headquarters in downtown Los Angeles, today said it hired Betsy Zanjani to be its chief merchandising officer, based out of Guangzhou, China, effective next month. Zanjani joins the firm from Los Angeles-based Forever 21 where she was senior vice president and had worked at the company for nearly 10 years.

Zanjani’s hire is timed with Moonbasa’s growth plans for brick-and-mortar with three stores set to open in the next two months and a total of 30 doors by year’s end. Last year the company opened a 15,000-square-foot store in Shanghai that served up a heavy dose of digital with touchscreens and iPads at every turn to give shoppers a taste of what it offers online.

Zanjani’s duties will also include the company’s namesake online store, which is where its roots are having been founded as a vertical e-tailer in 2007. In more recent years it began adding third-party Chinese brands to the mix. Last year saw a new push to market the online platform to mid-sized U.S. businesses looking to enter the Chinese market with the pitch that Moonbasa takes care of nearly everything — from regulatory compliance to Web site building and logistics.

The company’s site currently carries more than 250 fashion brands mostly from China along with more than 25 U.S.-based brands.

Earlier this year, Moonbasa linked with the U.S. Department of Commerce’s International Trade Administration in a bid to further raise its profile via marketing to companies interested in exporting.