D Cubed Group Appoints New CEO to Lead Its Strategic Direct-to-Consumer Retail Platform

Trading Company Holdings seeks to build a collection of direct-to-consumer brands

NEW YORK--()--D Cubed Group LLC, a New York-based private middle-market investment firm with expertise in the consumer and retail industries, today announced the appointment of Dan Aronson as CEO of Trading Company Holdings (TCH), its strategic platform company established to invest in genre- and interest-oriented retail businesses with a direct-to-consumer focus.

Aronson joins TCH following its November 2014 launch and its initial acquisition of Victorian Trading Co., the leading catalog and ecommerce retailer specializing in unique Victorian, romantic and classic merchandise. His appointment is a major step to drive the execution of Trading Company Holdings’ business model as it begins to acquire additional direct-to-consumer or multichannel retailers in line with its strategy. As the company builds its portfolio, Aronson and TCH will benefit from D Cubed’s long-term investment model, as well as its deep experience and broad relationship network within the direct and multichannel marketing sectors.

D Cubed developed TCH’s investment strategy to seize opportunities arising from changing consumer purchasing patterns and to support brands with strong positions in identified interest areas. Utilizing enhanced proprietary product development and a multichannel marketing approach are core aspects of TCH’s investment strategy as the range of direct-to-consumer distribution channels grows.

“Bringing Dan on board is another significant step in building out Trading Company Holdings,” said Glenn Kaufman, managing director of D Cubed Group. “Dan’s broad experience in the direct-to-consumer market and in growing data-driven enterprises makes him the perfect fit for TCH. We are thrilled to have him.”

Aronson was formerly a central member of the executive team at LiveWatch Security, a Chicago-based direct-response home security company. While at LiveWatch, he held the CFO role in addition to being a senior operating officer, who at different times ran the company’s digital marketing, operations and customer care departments. Aronson drove many aspects of the company’s growth with his experience in direct marketing, finance, sales and business process innovations. He was instrumental in growing the company’s revenue by 1,100 percent over five years before it was sold to Monitronics International for an amount that resulted in a 12-times return for investors.

“D Cubed nailed the concept,” Aronson said. “I have watched and lived the evolution of the direct-to-consumer channel and have seen too many well-positioned retailers lose relevance by not adapting to changes in the market. I’m excited to join Trading Company Holdings at this pivotal period of growth and look forward to building this business into a world-class enterprise.”

Aronson is surrounded by a board of directors that includes several highly successful executives with diverse experience in the company’s operating sectors. They include:

  • Jim Speltz, a retail and ecommerce veteran who held the CEO role—among other senior executive positions—during a 17-year tenure at Brookstone;
  • Gary Porto, an operations executive with more than 25 years of direct commerce experience, including as vice president of operations of Dr. Leonard’s Healthcare Corp. during its period of rapid and highly successful growth; and
  • Steve Lumpkin, a deeply seasoned operations and retailing executive with more than 30 years of experience across several industries, including as executive vice president and CFO of Applebee’s International Inc. and executive vice president of Kimberly Quality Care Inc.

In addition to his appointment at TCH, Aronson joins D Cubed’s Executive Resource platform, which provides expertise, resources and support to the leadership of all of D Cubed’s partner companies.

Trading Company Holdings will operate an office in Chicago in addition to its operations in Lenexa, Kansas.

About D Cubed Group

D Cubed Group is a private-market investment firm that invests committed funds in middle-market businesses, primarily in the consumer and business services industries. D Cubed’s model is designed to support long-term growth through a targeted investor base and specific investment structures. The firm focuses on delivering enhanced long-term risk-adjusted returns by partnering and engaging with a limited number of special businesses to provide the broad array of resources they need to become sustainably profitable, long-term great enterprises. The firm has deep expertise in direct-to-consumer and multichannel retailing, restaurants, foodservice and franchising. Within the direct-to-consumer space, D Cubed also owns KEH Camera, the leading recommerce retailer for photography and related equipment. For more information, please visit www.dcubedgroup.com.

About Trading Company Holdings

D Cubed established Trading Company Holdings as a platform company to invest in genre-, interest- and enthusiast-oriented retailers and brands in the direct-to-consumer market. TCH made its first investment in November 2014 when it acquired Victorian Trading Co., a leading catalog and ecommerce retailer of unique Victorian, romantic and classic-themed merchandise based in Lenexa, Kansas. For more information, please visit www.tradingcompanyholdings.com.


Red Fan Communications
Lindsay Mason, (o) 512-551-9253 | (c) 512-645-6330

Release Summary

D Cubed Group LLC, a New York-based private middle-market investment firm, today announced the appointment of Dan Aronson as CEO of Trading Company Holdings.


Red Fan Communications
Lindsay Mason, (o) 512-551-9253 | (c) 512-645-6330