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Luisa De Paula to join online marketplace Boticca

Former buying and merchandising director for Mywardrobe.com Luisa De Paula will join online marketplace Boticca as fashion and brand director on October 20.

De Paula has worked in buying and merchandising for over 20 years. She was at Mywardrobe.com from January 2008 to December 2012 and previously held roles as fashion director for Liberty from 2003 to 2006 and buying manager for Selfridges from 1993 to 2003.

In her new role, she will oversee the entire sourcing, brand management and merchandising strategy for Boticca, which was launched in 2010 and stocks jewellery, bags and fashion accessories made by independent designers. She will also influence the site’s content strategy.

The business, which was recently rebranded and relaunched, represents over 300 designers from 40 countries and has a customer database of over 700,000 users.

It is backed by London-based MMC Ventures, Paris-based entrepreneur fund ISAI and angel investors such as John Ayton and Annoushka Ducas, founders of Links of London.

Kiyan Foroughi, chief executive and founder of Boticca, said: “I’m delighted Luisa will be joining the team and her appointment represents a big milestone for the business, validating its vast potential. Luisa has an eye for emerging talent and the next big thing.”

“Boticca offers a wonderful marketplace platform for independent designers and consumers to connect in a very direct and interactive way,” says Luisa. “It’s an exciting time to join the team and help scale the business with its unique product proposition and retail model.”

De Paula’s appointment follows that of Dave Killeen as product director in July. Killeen was previously product lead for social networking service Badoo, executive product manager for BBC iPlayer and digital director at Hachette Filipacchi UK.

Boticca will announce the appointment of a marketing, content and PR director in the coming months.

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