Lifestyle retailer Fat Face has appointed Lipsy ecommerce director Kristine Kirby to its board to drive its online operations.
Kirby will join Fat Face this month in the new role of home shopping director, charged with increasing home-shopping sales from 9% of total sales to 12% over the next three years.
Kirby will oversee improvements to Fat Face’s existing website and develop direct marketing campaigns at the retailer.
Fat Face chief executive Louise Barnes said: “The appointment is about us recognising the increasing importance of online. Online sales are growing above the rate of stores for us, as they are for many retailers. It is a significant challenge.”
Barnes added that the Fat Face mail-order catalogue would remain an integral part of the business. “Our catalogue helps to tell the brand story,” she said.
Sales at Fat Face in the 26 weeks to November 29, 2008 were up 1.8% to £62.8m.