In December 2011, Shechtman launched STORY a rotating concept shop in New York City that changes out its entire store around different themes, including Beauty, Home for the Holidays and Wellness. STORY is often referred to as a living magazine and has received international attention for being the first retailer to launch its signature model 'Retail Media' - a unique blend of brand sponsorships and ever-changing assortments and event programming.
Prior to STORY, Shechtman founded Cube Ventures, a retail and marketing consultancy. In 2016, Shechtman was named to the Board of Directors of the National Retail Federation; in 2017 the AAF inducted Shechtman into its Advertising Hall of Achievement; in 2018 Shechtman was named a Henry Crown Fellow by the Aspen Institute.
Shechtman holds a bachelor's degree in Economics from Colorado College.
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