Speakers 2021

Shay Krafft, The NPD

Shay Krafft, President, The NPD

Shay Krafft is President of The NPD Group’s U.S. Home Improvement and Major Appliance service, responsible for client development, business development, and providing partners with leading trends and industry insights. Krafft has been with NPD since 2017, where she has led relationships with NPD’s key partners, spanning multiple product categories. Krafft has in-depth product lifestyle and project management expertise with branded, private label, and licensed product experience.

Krafft has over 15 years of experience driving brand awareness in markets worldwide to deliver multi-million dollar revenue and profit growth. Before joining The NPD Group, she held various leadership roles at top retail and manufacturing companies including Walmart and Helen of Troy.  Shay received her BS in Business Management from Newman University and her MBA from John Brown University.


Laura Heller, Forbes Contributor

Laura Heller is a Forbes Contributor. She has been reporting on mass-market retail trends and initiatives since 1995 as a journalist with B2B magazines, business outlets and websites including Forbes and The Week. Laura is the host of the High-Tech Retailing Summit at the International CES, and most recently served as Editor of Retail Dive and Fierce Retail. She has appeared on national TV and radio programs discussing retail trends including CNBC, ABC News Now and National Public Radio. Her blog, “The Point of Purchase,” appears on Forbes.com. Laura Heller is the Director of Editorial Content & Communications at Publicis Health Media.


Sam Borgstadt, Director of eCommerce, Onestone

Sam Borgstadt is a Director of eCommerce for OneStone. He leads retail adaptation and growth for clients across Ecommerce platforms to help optimize their online presence and drive sales. Previously, Sam worked for Walmart Inc in finance, strategy, and ecommerce. He leads the Nashville office specializing in brand growth across all channels, specifically Home Depot, Amazon and Walmart.com.

Jimmy Barber, Senior Director of eCommerce, Onestone

Jimmy Barber is a Senior Director of eCommerce for OneStone – a multi-platform ecommerce agency. Jimmy has a background in the natural and organic industry, as well as sporting goods and home improvement. He specializes in helping translate ecommerce into practical steps for a brand to take, helping ensure they adapt in this next evolution of retail. He is an avid skier and lives in Denver, Colorado.


Scott Sinclair, Director of eCommerce, Onestone

Scott Sinclair is a Director of eCommerce for OneStone. He has a wealth of knowledge and years of experience managing brands through a multi-platform ecom jungle. Scott has a background in digital marketing and is skilled at guiding his clients through every aspect of the ecommerce world including item management, content optimization, marketing, reporting and overall sales strategy. When he is not scouring best seller lists, you can find him on the slopes or at a concert!

Asa Farquhar

Asa Farquhar, Vice President of ASSORTMENT Growth, Spreetail

Asa Farquhar is the Category Manager of Home Improvement for Spreetail.com and VM Express. His areas of responsibly include, Tools, Hardware, Plumbing and Electrical, and Automotive. His team is responsible for vendor relationships, new vendor onboarding, promotions, .COM assortment, and marketplace strategies. Asa has a long buying career in many categories in both physical retail, ecommerce, and distribution. Asa has been with Spreetail for nearly 2 years and graduated from Doane University with a Bachelor of Science in Economics and Business Administration.

Brian Fricano, Chief Executive Officer, Sustainable Supply.com

Brian Fricano is chief executive officer and founder of Sustainable Supply, an online B2B retailer selling more than 1 million building and maintenance products. Brian has more than 18 years experience in the B2B marketplace including working for W.W. Grainger and the Bradley Corp. Over the past 8 years Brian has bootstrapped his company from a small start-up to a successful mid stage e-commerce retailer. He’s lead his team through multiple website redesigns & launches, software integrations, and the implementation of a new cloud based ERP system. Launched in 2009, Sustainable Supply earned a top 1,000 ranking on Inc. magazine’s 5,000 fastest-growing private companies for four years in a row and in Internet Retailer’s top 1,000 ranking six years straight. Sustainable Supply was also nominated for an Internet Retailer Excellence Award in 2016 for best B2B Website.

Mike Hargrave, Senior Merchant, Goedeker’s

Mike Hargrave is the Senior Merchant at Goedeker’s. Goedeker’s is one of the largest independent retailers of discount appliances in the nation. They offer kitchen appliances, washers and dryers, furniture, lighting, plumbing fixtures, and mattresses. Prior to Goedeker’s, Mike was the Senior Director for Hardlines Merchandising, Online at Sears Holdings Corporation. He led the merchandising efforts for six online business for three websites, representing over $1.3B in annual sales. He was also accountable for the online customer experience and driving efforts to achieve online KPI’s as the customer moves through the purchase funnel. Mike has been named to Home Improvement Executive Magazine’s “Top 100 Retail Executives” two years in a row.

Jay Patel, Senior Director, Category Management, Zoro.com

Jay Patel is a Sr. Director of Category Management at Zoro.com, a fast-growing ecommerce platform that reaches the multi-billion dollar B2B market through a B2C customer experience. Jay recently joined the team in August 2018 where he oversees a wide variety of categories which is fueling Zoro’s endless assortment strategy. Prior to joining the Zoro team, Jay spent 7.5 years at Groupon Goods, where he oversaw a wide variety of categories, including Consumer Electronics and Sports & Outdoors, as well as building the Groupon Goods Marketplace team. He loves to build high energy, high impact teams that always strive to think outside the box.

Elizabeth Ragone

Elizabeth Ragone, Digital Consumer Leader, Direct-To-Consumer General Manager, Boscov’s

Elizabeth Ragone began her career in Digital Merchandising in 1998 when no one knew really what Digital Merchandising was. As Head Merchant of landsend.com, she grew the E-commerce business to $450M, and then co-founded Fair Indigo, a multi-channel start-up featuring organic and fair trade apparel and home goods. She has worked with brands such as Ann Taylor, Chico’s, FAS, HSNi and is now with Lenox shaping a Digital landscape that lends commerce, community and content into a whole new customer experience.


Curt Vitale, Account Manager, Firefly Buys

Curt Vitale is an Account Manager for Firefly Buys, an e-commerce retail company that sells on numerous channels including: Amazon, Jet, Walmart.com, eBay, Google, and Fireflybuys.com. Curt has provided Firefly Buys with dependable expertise in B2B account management for 8 years. His extensive background knowledge stems from previous employment with prominent brands such as: Armstrong World Ind., Faconable, Nordstrom, and Waste Management Bagster with G2 Worldwide.

Peter Giannetti, Editor-in-Chief, HomeWorld Business

Peter Giannetti is Editor-in-Chief of HomeWorld Business, the leading business-to-business title covering the U.S. retail housewares market. Mr. Giannetti has reported on the housewares business for 27 years. He writes a keynote column in HomeWorld Business, and he is a frequent speaker on housewares news and trends at conferences, trade shows and industry events. He is interviewed frequently by consumer media for his views on industry developments and trends. Mr. Giannetti travels extensively in the U.S., Europe and Asia to visit manufacturers, retailers and trade fairs. Mr. Giannetti also oversees editorial operations for HomeWorld Business’ sister publication, Gourmet Insider, covering the independent gourmet housewares channel.

Sonya Ruff Jarvis, Founder, eRetailer Summit, Managing Member of Jarvis Consultants, Founder / President of JC Event Group

Sonya Ruff Jarvis is Founder of the Home Improvement eRetailer Summit, an annual face to face event devoted exclusively to understanding the digital influence and learning to leverage the internet as a distribution channel, specifically for the home improvement marketplace. In addition, Sonya is the Managing Member of Jarvis Consultants, LLC which provides customized consulting services in strategic development, marketing and promotion. Sonya is also the Founder/President of JC Event Group, an events management company that focuses on creating, facilitating, managing and producing original events.

Sonya has been a part of the b-to-b retail industry, working across all types of retail formats and categories, for nearly 30 years; and, is a veteran to the event management industry.

An expert in the field, Sonya has been published in numerous retail industry b-to-b publications. Sonya is a book author of Mindful Minutes: A Marketer’s Journey Through Business and an anthology Mentoring Moments: 14 Remarkable Women Share Breakthroughs to Success both published by Enhanced DNA Publishing.

Sonya earned her M.B.A. in Marketing from New York Institute of Technology and a B.A. in Communications from Hiram College. She and her husband, Scott Jarvis, an attorney, have a daughter and reside in Connecticut.

Follow Sonya on twitter at @jarvisconsult or @eretailersummit.