Client News

Shahzad Umar joins superstar fashion e-tailer ELOQUII as CTO

ELOQUII is the contemporary women’s fashion destination for sizes 14 – 24. Once shuttered on the closure of holding company, The Limited, the business was reborn after outcry from a universally positive customer base. A master of obsessive customer focus, the business is stylishly marketed and rapidly becoming a broader lifestyle proposition. Unlike many competitors, the business is more than a distributor: ELOQUII designs all of its high-quality apparel in house. The company continues to expand and also continues to work with Renovata, with the appointment of Shahzad Umar as Chief Technology Officer.

Based in New York and Columbus, Ohio; ELOQUII has attracted total equity funding of $21M over three rounds, including a $15M Series B closed in April of 2016 led by Acton Capital Partners of Munich, Germany, and Blue Sky Venture Capital of Sydney, Australia, with further participation from all prior investors, including Greycroft Partners.

For 15 years, Shahzad has worked in IT leadership roles, particularly in the e-commerce supply chain, managing teams that built highly scalable, efficient web products aligned with business needs. He combines a strong software development background with product management, marketing and vendor management skills. In eight years at Amazon (ultimately rising to Development Manager for Amazon Web Services), he managed deployments of mission-critical services including pricing, inventory management, third party vendor integration, multiple retail stores and the AWS Marketplace. Moving to Microsoft, he led the engineering effort for Xbox SmartGlass applications. At Groupon in 2013-2015, he again delivered key retail services (inventory management, returns functionality etc.). He joins ELOQUII from QVC-owned e-commerce giant, Zulily, where he led multiple product teams.

At ELOQUII, Shahzad will be based in New York and report directly into CEO Mariah Chase. He will take responsibility for the company’s entire digital roadmap, manage the scaling of the technology organisation as appropriate and become the public face of tech in the business.


65% of women in the United States wear plus-size clothes – yet this represents only 17% of the total dollars spent on clothing. This latent potential income is lost – in unexciting and off-trend styles.  ELOQUII is a breath of fresh air in this market. With trend-setting styles and a vibrant voice, it has become one of the world’s fastest growing fashion brands.  Additionally, the business’ popular social media community has created a constant feedback loop with customers. Using this insight as a guide, the company is producing fresh designs every five to six months, nearly twice as fast as the industry standard.

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