Designer womenswear etailer My-Wardrobe has poached Liberty menswear buyer Lee Douros to help launch a menswear offer for spring 09.
Douros will report to Luisa de Paula, who joined the etailer as buying and merchandising director in January from Liberty, where she was fashion director.
My-Wardrobe chief executive Sarah Curran said: "Lee's appointment is very exciting for us. Menswear is a smaller market, but it has phenomenal potential. Unlike female online offers, menswear has not been done before to the same extent. We’ll be targeting the mid-20s to late-40s city guy, the young, trendy professional."
My-Wardrobe's homepage will be dual branded, with a menswear and womenswear icon, and customers will be able to click through to either offer.
The menswear section will feature about 50 brands across clothing and accessories such as D&G, Nudie Jeans, Acne, Paul Smith, Vivienne Westwood and Polo Ralph Lauren.
The etailer has also signed an exclusive agreement to partner with Marie Claire magazine in the launch of a new online trends area at www.marieclaire.co.uk. The channel will be updated weekly by My-Warderobe buyers and will advise shoppers on key trends and drive them back to the My-Wardrobe site to buy into them.