Baby Gear Rental Startup Loop Hires Former Glossier Marketing Chief as CEO

Loop Co., a baby equipment rental company, has hired former Glossier Inc. chief marketing officer Ali Weiss to be its chief executive officer. She succeeds Henry Vogel, the founder of Loop and a co-founder and managing partner of venture-capital firm DVx Ventures, which launched and provided seed funding for the company.

Loop, which was founded last year, lets paying members rent baby gear such as cribs, toys and high chairs. It operates in the greater New York City and San Francisco areas. 

Ms. Weiss had been CMO of Glossier for seven years when she left the beauty company in July and previously held various roles in finance at asset manager

BlackRock Inc.

She joins a handful of other marketing executives who have risen to CEO posts, including

Kristin Lemkau,

who in 2019 was promoted from CMO of JPMorgan Chase & Co. to chief executive of J.P. Morgan Wealth Management, and

Paul Chibe,

the CEO of Pabst Brewing Co. and former U.S. chief marketing officer of

Anheuser-Busch InBev.

Jen Cho, who joined women-focused co-working company the Wing as its CMO last year, was promoted to the role of CEO in February before departing the company in July, a month before it shut down.

Ms. Weiss said her experience as a top marketer at a fast-growing startup will be useful in her role at Loop. 

“Ultimately, the best CMOs are intrinsically consumer-centric,” she said. “They make all their decisions…consumer-first, customer-first. For us at Loop, it’s member-first.” 

The company plans to hire a marketing leader who will report to Ms. Weiss. 

Revenue for brick-and-mortar U.S. stores that sell durable goods for babies and toddlers up to four years old will total an estimated $11 billion in 2022, according to industry-research firm IBISWorld Inc. That figure includes sales of baby products such as furniture, car seats and strollers, but not from retailers who primarily sell toys or clothing.

Though some rental competitors focus on equipment such as strollers and car seats for travel, Loop intends to focus on items for consumers’ homes, Ms. Weiss said. 

The company’s rentals can appeal to parents who want to reduce clutter or their environmental impact, according to Ms. Weiss. 

Ms. Weiss said that baby gear and toys “have very long useful lives in the world, but pretty short useful lives at home because children are growing and changing so quickly.”

Loop plans to expand next year into geographic areas that are yet to be determined. 

“Our vision is that we’re able to provide this service across many markets, many cities, many metro areas across the U.S.,” Ms. Weiss said.

The company also sees an opportunity to begin offering products for older children, she said. 

Write to Megan Graham at [email protected]

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