There are no reporting line changes but Rogers will work closely with the marketing, styling and visual merchandising teams at Farfetch “to ensure the company’s fashion approach is incorporated into the DNA of the overall customer experience of the brand”.
José Neves, Founder, CEO and co-chairman of Farfetch felt that Rogers “could bring her unique experience to the broader Farfetch business at an executive level”: “Holli’s reputation, high regard among fashion CEOs, influencers and the wider industry, her relationships and her incredible aesthetic will be a huge benefit to Farfetch.”
Rogers commented on the new role: “I am incredibly proud of the work achieved to date at Browns and am excited to take on this additional role within Farfetch ensuring we are talking to fashion in a meaningful way, one that resonates with the larger customer base whilst continuing to build the Farfetch brand.”
She took on the role of CEO in July 2015, two months after Browns was bought by Farfetch.
Browns will celebrate its 50th anniversary next year.