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Sneaker market GOAT hires COO Lizzie Francis and makes a play for women sneaker shoppers

GOAT, the secondary marketplace for sneakers that recently merged with Flight Club , is announcing a new hire. Lizzie Francis will join the company as Chief Operating Officer, coming from Brilliant Ventures where she will remain a managing partner. Francis formerly acted as CMO at Gilt Group and CMO at JustFab.com. She’s been running Brilliant for a couple of years after founding it with Kara Weber. She also serves on the board of Shoes of Prey, a custom shoe company currently aimed at the women’s market. Now she’s taking an ops position at one of the biggest players in the sneaker market. Along with StockX , GOAT has brought a huge amount of access and pricing transparency to resale sneakers, a billion-plus market. GOAT currently has over 7 million members, 300 employees, 100,000 combined sellers and 400,000 sneaker listings. After merging with the powerhouse retailer, it now has the two Flight Club retail stores in Los Angeles and New York. GOAT CEO Eddy Liu says Francis had the cross-section of experience they needed in the days ahead. “As we see the future of GOAT…we’re going international, we want to focus on more on women, we want to do a bunch of stuff, including innovation on the technology side, we wanted to bring in a great senior leader that has seen a lot of this stuff especially as we’ve done the Flight Club merger. We’re looking into more retail as well so we wanted someone that had great e-commerce experience but also understood retail that could really help us think through how to create model stores how to expand physical retail, and omni channel retail, in general. So, yeah, we talked to a bunch of people and Lizzie was the one who just kind of all of us just really gravitated towards.” As a sneaker marketplace, GOAT already has an incredible opportunity to flip the script on the traditional attitude of that culture towards women shoppers. Sneakerheads who also happen to be women have been massively underserved to this point

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