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Fly53 boss joins Brand Alley

Fly53 chief executive Simon Smith has joined discount etailer Brand Alley as a brand consultant.

The former boss of the streetwear brand has been appointed to help the etailer grow its offer. He will work predominantly on the menswear side of the business but will offer advice across all of Brand Alley’s fashion categories and on its business strategy.

Brand Alley buying director Caroline Witney said: “Simon is a fantastic addition to our growing buying team and will be instrumental in our future strategy and relationships with our brands.”

Prior to Fly53 Smith held director roles at World Design and Trade where he worked with brands including contemporary brand Full Circle.

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