James C. Rhee

Mr. Rhee is an impact-focused entrepreneur, investor, operator and educator. As both CEO and investment firm founder, Mr. Rhee has generated market-leading returns by creating bespoke capital and operational solutions through the contemporaneous application of algorithmic, technological and cultural change.  He has a uniquely diverse network and knowledge base spanning the private equity, retail/consumer, venture and media/technology communities. At Ashley Stewart, as Chairman and CEO, Mr. Rhee has authored and executed upon an innovative complement of CRM, digital and organizational changes that have transformed a twice bankrupt, unprofitable brick-and-mortar retailer with decades of operating losses into an industry leader founded upon a values-based, social commerce paradigm.  FirePine Group, the investment firm he founded in 2009, invests the capital of some of the world’s most sophisticated investors and their family offices to successfully fuel and realize transformative and impactful change in multiple enterprises, including Ashley Stewart.

Prior to this, Mr. Rhee was a senior investment professional at two leading, Boston-based investment firms, one specializing in growth and the other focused on distress.  Mr. Rhee played a leadership role in some of the most successful investment platforms, including the carve-out of the Meow Mix brand from Ralston Purina, the purchase and then turnaround of Murray’s Discount Auto Stores from a bank group, the growth catalyst investment in Mattress Firm and the turnaround of Ultra Diamonds.  He has managed billions of dollars of capital.  Mr. Rhee also spent time as an Associate in the Mergers and Acquisitions group of Merrill Lynch.