SalesTech Star

Retail Technology Firm Lillii RNB Adds Chief Operating Officer


Executive team grows again on the heels of $3M seed funding round led by Serena Ventures and Aperture Ventures

Johnny Custer has been named Chief Operating Officer of Lillii RNB, a retail fraud detection, prevention and data services firm headquartered in Atlanta, Ga.

With leadership experience in retail and cutting-edge solution development, Custer will oversee profit management and operational performance for Lillii RNB, currently focusing on the growth of its proprietary Returns Management and Total Retail Loss platform, Freeing Returns™. The platform assists retailers in optimizing their returns processes and identifying fraud and loss that is hidden in their own data. Lillii RNB’s mission is to greatly reduce the over $400B in retail loss that retailers experience each year.

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“Johnny has a unique blend of experience in profit optimization and enterprise acceleration in the retail industry,” said Lillii RNB Founder and CEO Barbara Jones-Brown. “His proactive, data-driven philosophy and impressive track record creating and directing teams make him a dynamic asset to our company as we continue to grow.”

Since its launch in 2020, Lillii RNB’s cloud-based solution has helped identify and prevent losses for in-store and online retail channels across numerous sectors, including grocery, clothing, sporting goods and electronics. The company recently closed its $3 million seed funding round led by Serena Ventures (Serena Williams’ venture capital firm) and Aperture Ventures. With the closing of this round, ninety percent of Lillii RNB’s earliest backers are managers of Black-led funds.

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“I’m proud to be working with the team at Lillii RNB to tackle both internal and external theft and offer remarkable new insights for investigators of all types in the retail space,” said Custer. “I joined the company because of the leadership team’s passion, vision and understanding of what retailers are looking for from an integration and profit optimization perspective. Lillii RNB is committed to solving loss issues to help these companies increase their bottom lines.”

Custer previously served as COO of Viper, which uses proprietary, AI-generated data trending and simplified follow-up techniques to drive significant improvement to gross margins for enterprises.