40 under 40

Our 2013 edition of the list features young hotshots who are rocking businesses as diverse as air travel, natural gas, and genetic coding, as well as—if you can believe it— government.

33. Rachel Shechtman (TIE)

40u40 rachel schechtman story
  • Age: 36
  • Title: Founder
  • Company: Story

This TEDx-talking retail guru who has consulted for brands like Kraft, TOMS shoes and Lincoln has earned a reputation for thinking outside the box when it comes to the future of shopping. Step into her two-year old (and profitable) New York boutique to see retail reconceived: one night an Italian grandmother gives pasta-making lessons; on another you'll find installations sponsored by the likes of General Electric, Pepsi and HP. Something you won't see? The same old stuff: Shechtman changes the theme, merchandise and "story" every month or two. Retail biggies like Nordstrom and CMOs of Fortune 500 companies have been checking it out to get her read on where retail is headed. Fun fact: loves to cold call.

  @FortuneMagazine - Last updated September 30 2013 03:41 PM ET
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