Vast experience. Forward vision.

Founder Doug Nielsen's vision began with Hammocks.com and grew into the Hayneedle you love today. Along the way, the company's leadership has broadened and become a powerhouse of experience and expertise.

Executive
Team

Executive Team
Doug Nielsen
President & CEO
Doug Nielsen
President & CEO As President and CEO of Hayneedle as well as one of its founders, Doug Nielsen brings his two decades of e-commerce entrepreneurial experience to the helm of this leading online retailer. A pioneer in Internet marketing and retail, Doug co-founded and served as President of GiftPoint.com, which merged with GiftCertificates.com in early 2000. He co-founded Hayneedle.com, then known as NetShops.com, in 2002. Doug received his bachelor's degree from the University of Nebraska at Omaha and began his career by creating two direct marketing companies.
Steve Dee
Chief Technology Officer
Steve Dee
Chief Technology Officer Before joining Hayneedle, Steve was J. Crew's Chief Information Officer. In this role, he was responsible for integrating J. Crew's business and technology strategies, managing the company's technology and communication infrastructure, developing ecommerce solutions, and integrating the hardware and software systems for J. Crew's retail, corporate, and distribution center locations. Prior to joining J. Crew, Steve served as an executive in Accenture's retail practice from 1994 to 2006. While at Accenture, his successful portfolio included: Disney, Saks Incorporated, Toys R Us, Pao de Acucar, DaimlerChrysler, and AutoNation USA. Steve holds a bachelor of science degree in electrical engineering from the University of Florida.
Donn Raymond
Chief Financial Officer
Donn Raymond
Chief Financial Officer Prior to joining Hayneedle, Donn led the Financial Planning, Analysis & Treasury department at Oriental Trading Company, a direct marketer of novelties and toys. From 1997 through 2004, Donn held a series of financial and operational positions with Novellus Systems in San Jose, including Vice President of Worldwide Procurement & Supply Chain Management and Assistant Treasurer & Director of Investor Relations. Before joining Novellus, Donn spent two years at Hewlett-Packard serving in various financial leadership roles. Donn began his career as an auditor at Ernst & Young, LLP in San Jose. Donn is a Certified Public Accountant and holds a bachelor's degree in business administration from the University of Nebraska and an M.B.A. from Santa Clara University.
Jon Barker
Chief Operating Officer
Jon Barker
Chief Operating Officer Prior to Hayneedle, Jon served as Senior Vice President of Distribution and Logistics with Cornerstone Brands. He led the team in the start-up and long-term strategy for a distribution network operating 2 million square feet of fulfillment. The company grew to over $1 billion in sales in less than 7 years. His team of nearly 1,300 employees supported major catalogs such as Frontgate, Ballard Designs, Garnet Hill and Travel Smith, among others. Prior to Cornerstone Brands, Jon worked in management at United Parcel Service. While at UPS he was consistently a top performer in new revenue growth within the business development department. He also held various leadership roles in operations and logistics. Jon holds a bachelor's degree from Northern Kentucky University.
Dana Coonce
Vice President of HR
Dana Coonce
Vice President of HR Before joining Hayneedle, Dana was a Human Resources Director with SITEL Corporation's North America division based in Omaha, NE. There she provided the human resources leadership for two business units in the United States and Canada. Prior to SITEL Corporation, Dana held various positions in human resources and organizational development at First Data Corporation from 1993 to 2001. She provided leadership in the areas of employee development and engagement, as well as performance management systems. Dana holds a bachelor's degree with an emphasis in human resources from the University of Nebraska-Lincoln.
Dawn Block
Chief Merchandising Officer
Dawn Block
Chief Merchandising Officer Dawn joined Hayneedle in 2003 in a buying position and has held various leadership roles in the merchandising department. Prior to joining Hayneedle, Dawn worked in international sourcing, product management, and merchandising at Uline Shipping Supplies, a direct marketer of commercial packaging materials. Dawn holds a bachelor of arts degree in journalism from Indiana University and a master’s degree in business administration from National-Louis University.
Brian Moen
Chief Marketing Officer
Brian Moen
Chief Marketing Officer Brian Moen is Chief Marketing Officer at hayneedle.com. In this role, he is responsible for brand development, customer acquisition, and marketplace expansion to further grow the company into the leading retail website for consumers to "find everything home." Prior to joining hayneedle.com, Moen led the e-commerce and new business development teams at Oriental Trading Company, the nation's largest direct marketer of party supplies, crafts, toys, and novelties. He served as Director of Marketing and Vice President of eCommerce at Overton's, a multi-title business serving the outdoor sports industry through catalog, internet, retail stores, and wholesale channels. He has also held management roles for Damark International and Northern Tool and Equipment. Born in Heidelberg, Germany, Moen resides in Omaha, Nebr., with his wife. He holds a bachelor of science degree in marketing and international business from Minnesota State University.

Founders

Doug Nielsen
Doug Nielsen
Doug Nielsen has over 18 years' experience as an entrepreneur and Internet pioneer. He co-founded NetShops Inc. in 2002, along with business partners Mark Hasebroock and Julie Mahloch. He served as President and CEO of NetShops from February 2002 to October 2007. Prior to NetShops, Doug co-founded and served as CEO of GiftPoint.com, which merged with GiftCertificates.com in March 2000. Following the merger, Doug was President and also a director of GiftCertificates.com. Prior to that, Doug founded two direct marketing companies. Doug received his bachelor's degree from the University of Nebraska at Omaha.
Mark Hasebroock
Mark Hasebroock
Mark Hasebroock co-founded NetShops in 2002, along with business partners Doug Nielsen and Julie Mahloch. Prior to NetShops, Mark was COO of GiftCertificates.com and a partner with Doug Nielsen and Julie Mahloch. Before GiftCertificates.com, Mark was an investment banker with McCarthy & Company from 1986 to 1999. From 1983 to 1986 Mark was owner of Vic's Corn Popper retail stores, located in Omaha. Mark graduated from the University of Nebraska in 1982 and holds an MBA from Creighton University. He is active in the Omaha community, serving on the board of directors of Creighton Prep High School and as commissioner of the Nebraska High School Hockey League.
Julie Mahloch
Julie Mahloch
Julie Mahloch co-founded NetShops in 2002, along with business partners Doug Nielsen and Mark Hasebroock. Under her leadership, NetShops has grown from a single store to over 200 stores. Prior to co-founding NetShops, Julie co-founded GiftPoint.com, which merged with GiftCertificates.com. Following the merger, she was Vice President of Merchants. Julie holds a bachelor's degree in business administration from the University of Nebraska.

Investors

At Hayneedle, we’ve continually proven that our company is an attractive investment opportunity through our sustained high growth rate, which is grounded solidly in sound business practices.

 

Since 2002, when our journey began with the acquisition of Hammocks.com, we have built our business from a single online store to over 200 specialty stores in categories for home, outdoor living, work, and leisure.

In 2007, Hayneedle, then known as NetShops, was named the 5th Fastest Growing Retail Company in America by Inc. magazine. From 2006 to 2008 we have ranked in Internet Retailer magazine’s annual list of the top 500 Internet retailers, most recently at #82. Hayneedle is poised for future growth, as we continue to expand our business and establish our company as the leader in online niche retail.

Currently, Hayneedle is privately held and funded by Insight Venture Partners and Sequoia Capital.

Insight Venture Partners

Every great company is driven by the single brilliant idea that inspired it. Insight Venture Partners helps entrepreneurs maximize the potential of that idea.

Founded in 1995, Insight Venture Partners is the fastest-growing venture capital firm specializing in software and the Internet. They have built a team composed of experienced investors and operating executives with significant experience in these industries, and since their inception, have cumulatively raised in excess of $3 billion to support the companies in which they invest.

To learn more about how Insight Venture Partners works with the companies in which they invest, click here. To learn more about the background of their investment team, please see Insight Team.

 

Sequoia Capital

Sequoia Capital provides venture capital funding to founders of startups who want to turn business ideas into companies.

For nearly 40 years, Sequoia Capital has helped turn business ideas into companies and brands of enduring value. Smart founders and executives have sought Sequoia Capital for early stage and growth stage venture capital. For its success relationships with the innovators who built franchises such as Google, Apple Computer, Cisco Systems, nVidia, Oracle, Paypal, Zappos, Yahoo!, YouTube, among many others, Sequoia Capital’s Partners have earned their reputation as the “Entrepreneurs Behind the Entrepreneurs.”