NEW YORK — Rue La La promoted Steve Davis to chief executive officer. Davis is succeeding founder Ben Fischman, who has stepped down.

This story first appeared in the April 30, 2013 issue of WWD. Subscribe Today.

Fischman started Rue La La in 2008. His departure and succession plan have been in the works for some time. “We founded Rue La La five years ago to offer consumers the most engaging online retail experience, and I leave the company in the hands of Steve and a brilliant team who share and will continue that vision,” Fischman said.

Davis had been president of the lifestyle e-tailer since 2010. Before joining Rue La La, he spent more than a decade at GSI Commerce, most recently as president of GSI International, the former parent of Rue La La. The site is now owned by Kynetic.

“Rue La La’s passionate and committed team has built the Rue La La brand and an entirely new, innovative shopping concept over the last five years,” said Davis, adding that he is looking to “build upon the strong top- and bottom-line results of the last year. We will keep focused with our brand partners on innovating and building the most engaging retail sales and marketing platform in the industry.”

Rue La La chairman Michael Rubin has already worked with Davis at GSI. “Steve’s deep e-commerce experience, track record of innovation and common vision for Rue La La make him the perfect choice to lead this company into it’s next stage of growth,” he said. “We thank Ben for his passion and commitment that he displayed and for paving the way for Steve to continue to elevate our company.”