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Exclusive: Gareth Jones to join Missguided as online CEO

Missguided has hired former Shop Direct deputy chief executive Gareth Jones as CEO of online, Drapers can exclusively reveal. 

Jones left Shop Direct in December last year to go travelling with his family. He initially joined Shop Direct in 2009 as group retail director, was given board responsibility for implementing its strategy in 2013, and was promoted to the newly created role of deputy chief executive in October 2014.

Gareth jones shop direct

Gareth Jones

Jones will start at Missguided’s Manchester headquarters on 18 September and will report to the etailer’s founder, Nitin Passi.

Passi will become group CEO. 

Passi said Jones’s leadership and strategic capabilities will be a welcome addition to the Missguided team: “This further demonstrates how serious we are about continuing the growth trajectory the business has experienced to date.”

Jones added: “Having spent some time with Nitin talking in detail about his plans for the business, this opportunity was simply too exciting to pass up. Missguided is well placed to continue to take the international online fashion market by storm.”

Passi founded Missguided in 2009. Its most recent results show revenue increased by 75% year on year to £206m in the year to 31 March. 

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