Big Reorg for BabyUniverse

BabyUniverse, a Jupiter, FL-based Internet content, commerce, and new media company for the pregnancy, baby, and toddler market, recently announced several changes to its organizational structure. The role of president, previously held by Stuart Goffman, has been divided into three separate divisional president positions to reflect BabyUniverse ‘s distinct lines of business.

Georgianne Brown, executive vice president of BabyUniverse and formerly director of marketing, has been appointed to the newly established position of president–mainstream e-commerce, responsible for the business lines of,, an upscale baby bedding site BabyUniverse had acquired in September 2005, and certain elements of, the company’s recently announced Internet television and social networking business.

Andrea Edmunds, president/founder of PoshTots, has been appointed to the newly established position of president–content and social networking, responsible for the business lines of and Susan Lindeman, chief operating officer of PoshTots, has been appointed to the newly established position of president–luxury e-commerce, responsible for the business lines of,, and future planned e-commerce extensions of the “Posh” brand. BabyUniverse acquired PoshTots, a multichannel merchant of upscale furnishings for children, in January.

In other management changes, Stuart Goffman, who relinquished his position as president/chief operating officer of BabyUniverse, has been appointed interim chief financial officer of the company. Robert Brown has resigned from his role as chief financial officer of BabyUniverse, though he will continue to provide consulting services to the company. Chief information officer Sean Weiss resigned from the company Nov. 15; that position has been eliminated and replaced with the newly established role of chief technology officer. Carlos Barreio, formerly BabyUniverse ‘s senior software engineer, has been appointed chief technology officer.

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