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The recent acquisition by Chico's FAS of the direct-to-consumer (DTC) retailer Boston Proper will push the e-commerce share of Chico's total sales above the 15-percent mark in fiscal 2012. "Since this achieves a goal I set for Chico's in the last several years, I am now raising the bar for DTC to be 20% of our total sales," said president and CEO Dave Dyer. Chico's has made significant investments in tying its store and digital channels together more closely. According to Dyer, "Our first priority will be to accelerate the growth of the Boston Proper DTC business by leveraging the expertise that we have in Chico's FAS via digital marketing, customer analytics, and of course our state-of-the-art systems." Prior to the acquisition, Dyer led an initiative to invest $30m in new systems to build the company's e-commerce business.
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