Fabric names Restoration Hardware CTO to executive role

Seattle-based e-commerce startup Fabric has named Prakash Muppirala as the company's first executive vice president of platform solutions and customer success.

Muppirala, who will report to Fabric Chief Technology Officer Umer Sadiq, was previously the CTO and president of digital innovation at Fabric client Restoration Hardware, where he spent more than four years. Before Restoration Hardware, he spent about four years at Staples, where he overlapped with Fabric CEO Faisal Masud.

“Having a clear understanding of our customers’ needs is imperative for us to deliver the most optimal headless commerce solution that they demand,” Sadiq said in a news release. “Prakash’s experience in providing end-to-end support for global digital transformation initiatives ensures that Fabric is creating robust digital experiences and is in lock-step with our customers from strategy to development, deployment and beyond.”

Muppirala's most recent role at Staples was senior vice president of global e-commerce. According to Fabric, he ran a variety of digital transformation projects at Staples.

Fabric, founded in 2017, allows clients to adjust their online shopping experiences without needing to make complex back-end changes. The company's clients include GNC and Crate & Barrel. The company raised a $43 million Series A round in February and a $100 million Series B round in July.

Since the company's big funding rounds, Fabric has hired Val Rupp as its chief people officer in September and Chandra Shekar Neti as vice president of software engineering for the Asia-Pacific region in November. Masud joined Fabric last year. In between his stints at Staples and Fabric, Masud was the chief operating officer at Alphabet's drone delivery subsidiary Wing for more than two years.

“Legacy brands and retailers have quickly realized that consumers expect the same types of personalized shopping experiences online as they would receive in stores,” Muppirala said in a news release. “I am excited to join the Fabric team as they reshape the world of online commerce.”