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From Home Furnishing Business

Wayfair Names Oblak Sr. VP, General Manager

Wayfair has named Steve Oblak senior vice president and general manager for its namesake home furnishings e-commerce site.

In his new position, Oblak will spearhead strategy and execution for the company's flagship e-commerce brand. Prior to his appointment, Oblak was the company's vice president of category management where he oversaw catalog management and supplier and manufacturer relationships.

“In his time at Wayfair, Steve has been a key driver of the company’s rapid growth and success,” said Niraj Shah, CEO and co-founder. “He has tremendous insight into our supplier network and is dedicated to building an exceptional shopping experience. As we accelerate our rollout of private label brands and create a larger scale site merchandising strategy, I am confident that Steve is the right person to lead the charge for relationships."

In his previous role, Oblak drove category management, buying, site merchandising and supplier management for Wayfair while also overseeing the AllModern and Wayfair Supply businesses. He also led the build out of’s Daily Sales program, a flash sale feature which engages shoppers with savings on limited time offerings. Prior to joining Wayfair, Oblak was vice president at River West Brands,  a venture firm focused on acquiring and re-commercializing dormant consumer brands. Prior to his role at River West Brands, Oblak served as a senior director at FutureBrand Worldwide, a global brand management consultancy practice of Interpublic Group

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