In 2015, serial entrepreneur Stephan Schambach drafted the best and the brightest in the tech, commerce and retail industries to form NewStore.

Stephan Schambach, Godfather of Ecommerce

Stephan Schambach
Founder and CEO

Stephan is a serial entrepreneur with a proven track record of creating and growing successful tech companies in the United States and Europe. Under his leadership and vision, he brought Intershop and Demandware to IPOs with multi-billion dollar market caps. In 2016, Demandware was acquired by Salesforce and is now known as Salesforce Commerce Cloud.

As Founder and Chief Executive Officer of NewStore, Stephan is setting out to change the market once again. This time by solving the omnichannel problem facing so many retailers and brands.

He has won numerous awards around the world for his technology and entrepreneurial leadership, and he is the author of Makeover: How Mobile Flipped the Shopping Cart. He is also an investor in several software and green-tech startups.


Ulrike Mueller

Ulrike is a passionate and visionary technologist who has been creating innovative software products her whole career. Most recently she was responsible as co-founder and Chief Software Architect for Demandware’s SaaS ecommerce platform and prior to that she was Chief Software Architect for Intershop’s enterprise offering.

As Chief Technology Officer at NewStore, Ulrike will lead the technology strategy while working closely with product management, engineering and marketing to align product and technology into a comprehensive offering for the ecommerce and retail industry.


Phil Granof

Phil is an award winning marketing executive with over 20 years of experience in marketing strategy and brand development. Prior to NewStore, Phil was Executive Vice President and Chief Marketing Officer of Black Duck Software, a global enterprise software company where he successfully repositioned the entire brand, built a modern marketing organization, and simultaneously redefined an industry.

As Chief Marketing Officer of NewStore, Phil combines his analytical data-driven approach to marketing with creative vision to oversee Demand Generation, Product Marketing and Management, Brand Development and Corporate Communications.


Joel Abdinoor

Joel is an experienced leader in building, restructuring, transforming and increasing the profitability of companies in a diverse range of life cycle including start-up, high growth and market & product expansion. He was previously Vice President of Finance at DataXu where he led the finance and accounting teams globally.

As CFO at NewStore, Joel will oversee finance and operations while working across the organization to optimize the business for growth.


Mark Steele

Mark is a sales and business development leader with over 20 years of experience working with technology companies that offer compelling and in most cases, disruptive solutions to the marketplace.

His primary expertise is in helping to accelerate growth in early-stage companies and in new lines of business within established organizations. He has industry focused expertise in B2C/B2B ecommerce and cross-channel enablement.

Mark is currently the Chief Revenue Officer of NewStore, the only mobile retail platform that allows brands to to create the ultimate omnichannel experience, seamlessly connecting consumers to associates and products. Built from the small screen up, NewStore integrates with existing ecommerce platforms such as Salesforce Commerce Cloud, SAP Hybris, Oracle ATG, and Magento.


Andi Zink
Senior VP, Engineering

Andi is a strategic technology executive, who is passionate about building innovative software with high performance teams. From real-time analytics to highly transactional systems, he has extensive experience in formulating and executing technology strategies to successfully deliver complex enterprise products.

As Senior Vice President of Engineering at NewStore, Andi will focus on building a world class engineering organization that builds products to reinvent retail in the mobile age.


Alexander Ringsdorff
VP, Corporate Development

Alexander is a dedicated and hardworking executive who has been a serial entrepreneur in ecommerce since 2001. Prior to joining NewStore, Alexander was Chief Executive Officer of CouchCommerce GmbH where he guided online stores into the Post-PC Commerce Age to unify their commerce experience.

As Vice President of Corporate Development at NewStore, Alexander is leading strategic alliances, technology partnerships, investor relations, identifying and acquiring companies (M&A), as well as developing and leading market strategies that position the NewStore to achieve long-term growth.


Amy Suchanek-Vacca
VP, People

Amy is an authentic and energetic leader with more than 16 years of global human resources experience and a passion for teamwork, making a difference, and unlocking potential!

As Vice President of People Operations & Strategy, Amy is responsible for leading NewStore’s global people strategy. Most recently, Amy was the VP HR at Hearts On Fire. Previously, Amy spent almost 15 years with adidas Group, where she held various human resources roles and spent much of her time living and working abroad, primarily in Germany and Hong Kong.


Hendrik Hoppe
VP, Sales & Services

Hendrik is a determined and experienced service leader who has built and led service organizations for the past 20 years. He previously led a global services team at Demandware (Salesforce commerce cloud). In addition to managing services teams under a P&L, he helped ramp up a significant partner ecosystem designed to build and maintain global customer rollouts.

As VP of Services, Hendrik is managing Support, Professional Services, as well as, the System Integrators Partner network to ensure timely, efficient and high quality project implementations on the NewStore technology.