Dorai Home Welcomes Alicia DeFinis as New Chief Executive Officer | News Direct

Dorai Home Welcomes Alicia DeFinis as New Chief Executive Officer Former Walker Edison, Walmart and Amazon executive hired to lead marketing strategies and drive omnichannel operations for the next phase of growth in fast-growing company

News release by Dorai Home

facebook icon linkedin icon twitter icon pinterest icon email icon SALT LAKE CITY, UT | June 14, 2022 09:00 AM Eastern Daylight Time

 Dorai Home, a leading developer of eco-chic home products that help prevent mold with instant-drying materials, today announced it has appointed retail leader, Alicia DeFinis, as its Chief Executive Officer. In this new role, DeFinis will help scale Dorai Home’s operations in 2022 and beyond through the expansion of its team as well as the introduction of new market channels and innovative products. The company’s founding partners, Jason Klug and Kelsey O’Callaghan, will remain on the Board of Directors and will continue to partner on future product design and manufacturing through Klug’s company, Klugonyx.


Alicia DeFinis, CEO of Dorai Home
Alicia DeFinis, CEO of Dorai Home

“We are absolutely thrilled to welcome Alicia as the first CEO of Dorai Home,” said Jason Klug, CEO and founder of Klugonyx and Dorai Home co-founder and President of the Board of Directors. “Her impressive track record of driving innovation across multiple retail platforms will benefit the entire Dorai team, as well as our customers. We are confident she'll continue to lead the company with a clear focus and help grow Dorai as it enters into untapped markets.”

With over a decade of experience in the retail and e-commerce industries, DeFinis most recently served as Vice President of Partner Growth at Walker Edison (a Blackstone Company), where she was responsible for their North American partner ecosystem including development, channels, sales, and onboarding. Prior to joining Walker Edison, DeFinis held several positions at Walmart Marketplace as well as senior positions at both Amazon and Pure Storage.

With a continued 300 percent year-over-year growth since the founding in 2018, Dorai Home aims to become a $100 million dollar brand in the next three to five years with DeFinis’s lead in omnichannel sales strategy into new global markets.

“I’m humbled and honored to take on the role of CEO at Dorai Home,” said Alicia DeFinis, CEO of Dorai Home. “The company’s continued momentum is astounding and I look forward to taking Dorai’s vision of becoming the leading eco-chic home brand offering thoughtfully designed housewares to the next stage of growth.”

DeFinis holds a bachelor's degree from Drexel University's LeBow College of Business. She currently resides in Utah with her husband.

DeFinis will be attending The Global Ecommerce Acceleration Summit 2022 in Salt Lake City, Utah, from June 15-16, 2022. To schedule a meet and greet, please reach out here.


About Dorai Home

 Dorai Home, eco-chic home products that help prevent mold with instant-drying materials, is a rapidly growing D2C brand that creates thoughtfully designed housewares made of eco-friendly materials that dry instantly. Dorai products are made from Diomat®, Dorai’s instant-drying technology that combines the moisture-banishing properties of diatomaceous earth with recycled paper fibers—a natural, eco-friendly way to prevent mold. Dorai Home was started in 2018 by two founders with operational expertise that has enabled 300% YOY growth. The company is headquartered in Salt Lake City. Learn more at


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Dorai Home


Sara Reister


+1 215-896-3243


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