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Emma Alexander to join Shop Direct

Shop Direct has appointed former chief product officer at Jack Wills Emma Alexander as fashion director.

Alexander will join on 9 July and head the etailer’s branded and own-brand clothing and footwear offerings. She will report into group product director and executive board member Sam Perkins.

Alexander will oversee all fashion buying and design, focusing on further strengthening the clothing and footwear category that makes up 34% of the etail group’s sales.

The role will include developing the Shop Direct brand portfolio and driving its sportswear offering.

She will also head the ongoing development of Shop Direct’s own label, V by Very.

Alexander previously spent four years as brand director at USC and four years at Marks & Spencer. She has also worked at Jaeger and River Island.

Alexander said: “Shop Direct has grown into one of the biggest, most innovative and most ambitious UK pureplay etailers, with a fashion offering to match. In recent years it has transformed its portfolio with a wealth of outstanding brands, and built an inspirational own label that’s been a hit with customers, thanks to strong design, value and quality.

“I want to continue the group’s fashion trajectory by delivering the brands our customers crave and taking V by Very even further – making it a household name. I can’t wait to link up with the team and get going.”

Perkins added: “Emma is an exceptional fashion leader who’s consistently shown she knows her customer and the industry inside out. She builds great relationships and delivers commercial results, both in branded and own-brand fashion.

“She’s the perfect person to lead our clothing and footwear teams through the next phase of our transformation, as we continue to hone our portfolio of outstanding brands around our customer and build on the early success of V by Very.”


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