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Kristine Kirby stitches new role as boss of knitting etailer

Ecommerce specialist Kristine Kirby has joined online knitting yarn and wool retailer Deramores as chief executive.

The former ecommerce director of Hackett will report into Mike Hancox, chief executive of Deramores’ parent company, TV shopping channel group Ideal Shopping Direct.

She will be responsible for growing the site abroad. “My plans are to make us the biggest knitting and crochet site, creating and delivering a world-class experience for knitters who buy online,” Kirby told Drapers. ”I want to create something unlike anything else in the market over the next year, and really ramp up our UK, US, European and Oceania businesses.”

Kirby joins from GDG Consulting, where she was managing director. She has a wealth of experience in the online retail sector, having clocked up roles such as mananging director of UK and Europe for flash Sales site Zulily, ecommerce and multichannel marketing director of Monsoon Accessorize and home shopping director of FatFace. 

Kirby has an strong interest in the knitting sector and previously founded and ran a specialist knitting etailer in 2003 for three years.

Peterborough-based Deramores sells knitting yarn, wool, patterns, needles and other knitting and crochet accessories. Founded in 2010, Deramores stocks over 100,000 items from brands such as Sirdar, King Cole and Stylecraft and Rowan yarn.


Readers' comments (1)

  • I actually had a retail store AND an knitting etailer....Knit Happens. Thrilled to be part of this company, and take us forward!

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