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Atterley Road appoints ex-Asos directors as it prepares to rebrand

Womenswear etailer Atterley Road has appointed a raft of former Asos.com staff, including one-time chief financial officer and international director Jon Kamaluddin, as it gears up for a rebrand in May.

Kamaluddin, who worked at Asos from 2004 to 2013, has been appointed as executive chairman.

Sally-Anne Newson has joined as chief executive from Asos, where she was business development director from January 2014 to April 2015.

Becky Leeson, who was head of buying at Asos for six years from June 2008 to June 2014, has been appointed as creative director. She worked as a consultant in the interim.

Atterley Road was founded in 2011 by former Jigsaw jerseywear designer and buyer Katie Starmer-Smith and her business partner Edward David.

Starmer-Smith was creative director, but has moved into the role of buying director as part of the changes.

In May the business will reveal a rebrand, including a new name, as well as a new website developed with London design agency Marmalade.

Newson said: “We have worked to develop a platform that we believe to be the future of ecommerce. During this process, we took the opportunity to review all parts of the site and in doing so we made the decision to move forwards with a new name, which is reflective of the brand vision.”

Atterley Road is also expanding its own brand range for autumn 15, the details of which will be revealed next month.

Starmer-Smith added: “My new role will allow me to focus on building the Atterley Road collection, with a particular focus on our expanded own-label proposition.”

In 2014 Atterley Road secured £2m from a consortium including Kamaluddin, investment firm William Currie Group, former Tesco boss Sir Terry Leahy, former head of international for electronic retailer Best Buy Robert Willett and fund manager Artemis.

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