Lauren Freedman
President, the e-tailing group

In 1994, Lauren Freedman leveraged her 15 year retail and catalog career and passion for merchandising to found the e-tailing group, inc. The firm’s mission was, and continues to be, providing strategic and e-commerce solutions to online merchants as well as businesses targeting that market.

An extensive client list has included Fortune 500s and start-ups. From involvement with the initial launch of sites like Toys “R” Us, The Vitamin Shoppe and Kodak to specific initiatives for clients including Scholastic, J.Jill, Orbitz, USA Today, CTW and MSN, her role becomes Strategist, Merchant, Facilitator, Educator and Spokesperson.

As a veteran and visionary within both the Retailing and the Internet industries, Freedman is a frequent resource to the trade and business press and her speaking engagements have spanned the globe. Freedman most recently completed her first book, It’s Just Shopping, which provides a comprehensive; behind-the-scenes look at the evolution of multi_channel selling. The book served as the basis for her foray into teaching at Chicago’s Roosevelt University, where she was nominated for Most Valuable Teacher award in 2003.
Lynn Pregont
Partner/Affiliate

Lynn Pregont has channeled a career in retail marketing/merchandising into a specialization in new media and interactive shopping. Since 1987 she has been incorporated as Lynn M. Pregont, Ltd. Over that 16 year span her focus on “future” shopping has evolved from testing, producing and/or distributing shopping vehicles via video cassette, video wall, kiosk, broadcast TV, cable TV, CD-ROM, interactive TV and ultimately via the Internet. Clients have included merchants, manufacturers, shopping center developers, technology firms and the media.

Today she specializes in improving multi_channel shopping experiences as a Partner-Affiliate with the e-tailing group, inc. in Chicago, IL. There Lynn contributes to proprietary research and client projects that provide strategic and e-commerce merchandising solutions for merchants selling on line as well as to those firms targeting that market.

Lynn is a member RAMA, NRF, The Association of Multimedia Communications; Fashion Group International and holds a degree in Merchandising from the Fashion Institute of Technology, NYC, NY. Her personal dream is to see true convergence of the TV, computer and telephone reach critical mass within her lifetime. As these technologies meld, she believes it is essential to balance a mix of information, education and entertainment to deliver the best possible user experience.

Kylee Magno
Senior Analyst

Joining the e-tailing group, Kylee Magno felt she had found the perfect balance for her 16 years of in-depth knowledge in retail merchandising, marketing, consumer buying trends and the love of the Internet.

She has worked in multiple roles and responsibilities in retail, including buying, sales and management at national retail companies. A comprehensive understanding of the marketplace and the consumer helps her to bridge the gap between retail and research.

As Senior Analyst, Kylee has been instrumental in overseeing the development of the e-tailing groups proprietary research studies as well as working directly on client projects. Projects range in scope from comprehensive site audits and competitive analyses to site feature prioritization for both merchants and technology companies targeting those merchants.

Kylee brings with her a passion for retail and a drive to succeed, and sees the ever changing e-commerce environment as a challenge she is ready to meet head on.
© 2003. the e-tailing group, inc.