Federated Department Stores, Inc. today named Dawn H. Robertson to the new position of president and chief merchandising officer of Federated Stores Direct, the company's New York-based direct-to-customer catalog and e-commerce division, effective July 5, 2000.

Robertson, 44, has served as executive vice president for men's/children's/home at the Federated Merchandising Group (FMG) since joining Federated in November 1998.

In her new position, Robertson will report to Jeffrey Sherman, chairman and chief executive officer of Federated Direct. She will be responsible for overseeing the Macy's By Mail, Bloomingdale's By Mail, macys.com and bloomingdales.com segments of the direct-to-customer division.

"I am exceedingly pleased to have a retail executive of Dawn Robertson's caliber and proven abilities join me in this exciting new division of Federated," Sherman said. "Her significant merchandising expertise will be tremendously valuable as we position and grow our distinctive Macy's and Bloomingdale's brands in the highly competitive direct-to-customer arena."

Robertson began her retail career as a buyer and executive trainee with Davison's, then a division of R.H. Macy & Co., in 1975. She joined the G. Fox division of May Co. in 1983 as a divisional merchandise manager (DMM) and moved to a comparable position at the larger Kaufmann's division in 1985. Robertson was promoted to senior vice president/general merchandise manager (GMM) at Kaufmann's in 1987, and between 1987 and 1995, was responsible for several areas including dresses, intimate apparel, accessories, children's, junior's and sportswear.

Prior to joining Federated, Robertson served as president and chief executive officer of McCrae's, a division of Saks, Inc., from May 1997.

A native of Birmingham, AL, Robertson is a graduate of Auburn University with a degree in fashion merchandising. She and her husband, Tom, are the parents of two children.

Federated, with corporate offices in Cincinnati and New York, is one of the nation's leading department store retailers, with annual sales of more than $17.3 billion. Federated currently operates more than 400 department stores in 33 states under the names of Bloomingdale's, The Bon Marche, Burdines, Goldsmith's, Lazarus, Macy's, Rich's and Stern's. Federated also operates the Fingerhut, Bloomingdale's By Mail, Macy's By Mail, macys.com and bloomingdales.com direct-to-consumer catalog and electronic commerce subsidiaries.