The eFinity Group are a portfolio of three online retail and e-commerce businesses focused on the parenting and high fashion markets. All three businesses were independently acquired by RF Capital, the Private Equity arm of the Roberts Family Office.


To identify a CEO/Executive Chairman from an existing e-commerce business within the early childhood and parenting verticals.

Following the acquisitions, RF Capital required an executive to strategically lead the group and integrate and grow the three business offerings from a commercial and technology perspective.

MitchelLake Executive was engaged to conduct a global search for this position within specific online markets utilising our US and European research teams.

Following a full passive candidate research based recruitment exercise covering the Australian, European and U.S. markets, the assignment was completed and offer accepted within a six week time frame. The successful candidate was sourced from a leading US based competitor.