Boosted Commerce Expands Leadership Team With Key Executive Hires

The eCommerce platform buying and growing brands is building out its executive leadership team with retail industry veterans from companies like Crocs, Nike, and Amazon as it looks to expand its portfolio in 2022

LOS ANGELES--()--Boosted Commerce announced today the hiring of Bill Bine as Chief Supply Chain Officer; Jeff Veldhuizen as Vice President of Brand, Home & Wellness; and Chris Brucia as Vice President of Digital Product.

These hires come amid tremendous growth for the company, which since the beginning of 2021, has acquired industry-leading brands like FoxyBae, WellPath, Tub Cubby, and Asterwood Naturals; grown its revenue by 560%; and expanded its world-class team by more than 6x. Boosted’s team of retail and product marketing experts have deep category knowledge in the “better-for-you space,” allowing them to thoughtfully acquire, build, and grow brands with products that improve customers’ quality of life, health, and overall happiness.

“We’re thrilled to be bringing Bill, Chris, and Jeff on board,” said Boosted’s CEO and Co-founder, Keith Richman. “Their collective experience at institutional, industry-leading retail and eCommerce companies will be invaluable to Boosted’s success.”

Bine joins Boosted with an extensive background in global CPG supply chain and operations. His expertise spans a wide variety of product categories having worked at companies like Ascena Retail Group (Ann Taylor, LOFT, Lane Bryant, and Cacique), Crocs, Victoria’s Secret, Bath and Body Works, Express, Greenlane and Spreetail. Most recently, Bine has been focused on the small and medium-sized business market, implementing leading practices of larger companies to drive growth and innovation. He will be responsible for further optimizing Boosted’s end-to-end supply chain strategy.

“Boosted, through its judicious approach to brand acquisition and selective assembly of industry experts, is in a great position in its lifecycle to accelerate growth,” said Bine. “I look forward to expanding our team; building a scaled and efficient operating platform that allows us to quickly acquire new brands and service the full range of commercial channels that we sell through; and ultimately, further developing what it means to be a Boosted brand.”

Alongside Bine, Boosted has hired Jeff Veldhuizen as Vice President of Brand, Home & Wellness. Veldhuizen brings more than 20 years of DTC and eCommerce experience having worked at health and wellness brands like Zwift and Nike. At Nike, Veldhuizen drove’s digital merchandising strategy including developing go-to-market strategies for the Nike+ Fuelband and NFL, and integrating Hurley to the platform. In partnership with Sarah Dajani, Vice President of Brand, Food and Supplements, Veldhuizen will leverage his category expertise to drive growth for Boosted’s portfolio of 40+ brands.

“Throughout my career, I have always been focused on helping people lead healthier lives,” said Veldhuizen. “I’m eager to leverage both my passion and my many years of experience to foster and expand Boosted’s impressive portfolio of brands in the home and wellness category.”

Chris Brucia comes to Boosted as Vice President of Digital Product after more than 15 years in the eCommerce and retail industry at leading companies like GrubHub and Amazon. At Amazon, Brucia spent six years in product management, pioneering projects like At Boosted, Brucia will work closely with Chief Technology Officer, Juan Paul Ramirez, to help Boosted continue to scale and optimize the digital footprints of Boosted’s portfolio of brands.

“Boosted has curated an exceptional team that are laser-focused on providing the best value to both sellers and the end customer long term, which, in my opinion, is the key to succeeding in this space,” said Brucia. “I’m excited by Boosted’s momentum to date and by the opportunity to continue building this modern day CPG platform.”

About Boosted Commerce

Boosted Commerce is an eCommerce platform that has raised $380M in capital to buy, build and grow category-leading brands. Over the last 12 months, Boosted has grown its team by more than 6x, grown its revenue by 560%, and increased its portfolio to more than 40 brands. Although a category agnostic acquirer, Boosted has forged a substantial better-for-you product focus for improving quality of life, health, and overall happiness. Boosted’s proprietary technology platform, paired with the “Boosted Brain” playbook that contains more than 1,500 operating procedures, power a fully omnichannel approach that spans wholesale, Amazon, Shopify, traditional brick and mortar, subscription boxes, and more. Co-founders and serial entrepreneurs, Charlie Chanaratsopon and Keith Richman have founded much more than an aggregator, as Boosted grows the companies it acquires into lasting consumer brands. Its portfolio of brands includes FoxyBae, WellPath, Luna, Asterwood Naturals, and Flyby. For more information, visit


Ali Griffiths


Ali Griffiths