Looking to grow its men’s business, private sale e-tailer Rue La La has tapped Jeffery Snyder to oversee men’s fashion, outdoor and electronics. In his new role as director of men’s brand management, Snyder will be responsible for the men’s buying team, strategy, merchandising and brand partner acquisition as well as outdoor and electronics.

Previously, Snyder was vice president of merchandising and planning at Backcountry.com. He has also held the posts of vice president of the outdoor division at The Sports Authority and vice president of sporting goods at Fred Meyer.

“With this announcement, Rue La La is poised to make a competitive showing in the men’s category to further grow this important category,” said a spokeswoman.

Snyder will start later this month.

Rue La La has grown quickly, and along with sister site Smart Bargains, was acquired by Internet service provider GSI Commerce last year for $350 million in cash and stock. At the time, GSI said it expected the two companies to generate $230 million in revenue and post a loss of several-hundred thousand dollars in 2009.

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