Orva, a 3P authorized retail partner for footwear, apparel and equipment brands selling on Amazon, Walmart, and other direct-to-consumer channels, hired Stephanie Fox, who formerly led Amazon-aggregator Thrasio, as its CEO.
Fox spent nearly eight years in increasingly senior leadership roles at Thrasio, including taking over as CEO from February 2024 to January 2025 upon the company’s bankruptcy exit. Thrasio acquires and scales third-party brands on Amazon and other e-commerce marketplaces.
Orva said Fox will help strengthen Orva’s marketplace capabilities, operational infrastructure and brand partnership model to support growth. The hiring follows Orva’s appointment of Jason Short, former chief merchant at Famous Footwear, as SVP, general merchandising manager.
“Stephanie’s entrepreneurial mindset, operational expertise and exceptional track record scaling consumer brands made her a natural fit for Orva,” said Abe Shalom, executive chairman of the board at Orva. “We’re excited for Stephanie to lead Orva through its next phase of growth by continuing to scale Orva’s marketplace platform, strengthen the operational foundation and foster a collaborative culture across the organization.”
Prior to Thrasio, Fox served as founder and CEO of Bravelets and held various leadership roles at AchieveCard, Web Yes and Find Your Customers, Inc.
“It’s a privilege to step into the role of Orva’s first non-family CEO. I have deep admiration for the Aizer and Shalom families, whose vision and leadership have built an enduring business over the past 75 years,” said Fox. “I look forward to building on that strong foundation, honoring the culture that sets Orva apart and supporting the company’s continued momentum.”
Orva describes itself as an “e-commerce accelerator specializing in footwear, apparel, and other consumer sectors, committed to empowering brands to reach their full potential in the digital marketplace.” The company has more than 150 partner brands including Skechers, Under Armour, Crocs, New Balance, Brooks, Merrell and Clarks.
