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Exclusive: Sarah Curran exits Shop Direct

Sarah Curran is leaving Shop Direct after three years, Drapers can reveal.

Curran joined the ecommerce business in December 2013 to help accelerate the development of its premium offer in branded fashion and beauty.

She went on to spearhead the launch of its premium etailer, Very Exclusive, in February 2015. It now stocks more than 100 fashion, beauty and accessories brands.

A former sub-editor at The Times, Curran co-founded her own affordable luxury ecommerce site, My-Wardrobe, in 2006, but eventually departed in 2013. That same year she received an MBE for her services to fashion.

My-Wardrobe ceased trading in December 2014 and its domain name was sold to Net-a-Porter Group.

Drapers understands Curran is now exploring options for the future.

Alex Baldock, CEO of Shop Direct, said: “Sarah’s track record and expertise in luxury were the reasons we brought her into the business and she’s lived up to our expectations and more with what she’s achieved.

“Very Exclusive has performed ahead of our expectations since day one and we’re confident we can build on that success. Sarah leaves a real legacy here and we wish her the very best for the future.”

Curran added: “Over the course of my career in fashion, my ambition has been to democratise luxury by bringing aspirational brands to as wide an audience as possible. With Very Exclusive, I feel we’ve achieved that.

“I’ve loved my time at Shop Direct and couldn’t be prouder of what we’ve built with Very Exclusive. It’s in good hands with Alex and the team, and I look forward to watching it grow.”

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