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Buyer duo Monica & Joe in etail launch

Former Ted Baker buying and merchandising director Joe Wahla is to launch a contemporary womenswear etailer in January with his wife Monica, a former head of buying at Dorothy Perkins.

Monica & Joe - at - will offer luxury labels and bridge brands as well as affordable luxury brands. Monica said the duo wanted to create a user-friendly and “personal” shopping experience for women in their 30s and 40s.

The etailer will stock brands including By Malene Birger, Cacharel and Bolongaro Trevor. It has also secured UK exclusivity for Danish premium womenswear brand Munthe plus Simonsen. The site will also stock French brand Ambre Babzoe, which is already stocked by Harvey Nichols, and Madras, a sub-brand from French brand APC and designer Jessica Ogden.

The Wahlas are funding the venture themselves. Joe Wahla, who is also a former Mulberry group merchandise director, left Ted Baker in June. Monica Wahla left Dorothy Perkins two years ago.

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