Thrive Market, the online grocery retailer renowned for its commitment to sustainable and organic goods, welcomes April Lane as its new Chief Merchandising Officer. With a wealth of experience garnered from prominent roles at Amazon and Hearst Corporation, Lane assumes responsibility for overseeing the site’s merchandising efforts across various product categories.
Lane’s career trajectory includes serving as the Chief E-commerce Officer at Hearst Corporation from 2022 until her recent appointment at Thrive Market. Before this, she held pivotal merchandising and general management positions at Amazon, culminating in her role as the General Manager/Director of their sports and outdoor business.
During her tenure at Amazon, Lane played a key role in scaling the Amazon Fresh business, focusing on perishable food, private label development, and Fresh pickup services. Her passion for high-quality, sustainable goods stems from her personal journey, having been introduced to organic and sustainably-raised food while working at Whole Foods during college.
Lane’s appointment at Thrive Market marks an opportunity to amplify further her impact in the realm of accessible and sustainable goods. Thrive Market, operating on a membership-based model since its inception in 2024, boasts over 1.4 million members and offers a curated selection of organic and non-GMO products. Notably, the retailer made headlines in 2024 by becoming the first online-only retailer to accept SNAP EBT, signalling its commitment to accessibility and inclusivity.
Looking ahead, Thrive Market aims to achieve carbon negativity by 2025, setting ambitious goals to become the world’s first climate-positive grocer. Lane’s expertise in merchandising and e-commerce is poised to play a pivotal role in realising Thrive Market’s vision of providing high-quality, sustainable goods to consumers while championing environmental stewardship.
