Fourlaps Founder with $9M Wholesale Sales Record Named JCPenney Men's VP
Daniel Shapiro, founder of performance apparel brand Fourlaps, has joined JCPenney as vice president and divisional merchandise manager for men’s and young men’s reporting to SVP Jo Osbourne. Shapiro grew Fourlaps to $9 million in wholesale accounts including Bloomingdale’s and Nordstrom before selling the business in 2024.
1. Executive Appointment Details
Daniel Shapiro has been appointed vice president and divisional merchandise manager for men’s and young men’s at JCPenney, reporting directly to senior vice president Jo Osbourne. He will work within CEO Michelle DeMartini Wlazlo’s leadership team to drive product selection, inventory management and merchandising strategy across the men’s division.
2. Career Trajectory
Shapiro began his apparel career at Gap’s outlet division and advanced to senior merchant positions at Old Navy before joining American Eagle Outfitters. After a brief return to Gap, he leveraged his industry experience to launch Fourlaps in 2014, drawing on insights from major retail operations and brand development.
3. Fourlaps Performance and Sale
Under Shapiro’s leadership, Fourlaps grew into a $9 million wholesale business with distribution through Bloomingdale’s, Nordstrom, REI and Equinox, and a co-branded collection with Peloton. He sold the brand in 2024 and subsequently closed operations, bringing deep wholesale and direct-to-consumer merchandising expertise.
4. Strategic Implications for JCPenney
JCPenney, now part of Catalyst Brands alongside Lucky Brand, Aeropostale and Nautica, aims to revitalize its men’s division by leveraging Shapiro’s blend of startup agility and corporate merchandising experience. His track record suggests potential for strengthening partner relationships, optimizing product assortments and boosting men’s apparel sales growth.