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My-Wardrobe bulks up team as it strives to win back core customers

Luxury etailer My-Wardrobe has hired a wave of new recruits as part of its strategy to turn around the business.

Sacha Newall has been appointed head of sales and marketing at the site following 10 years as promotions manager at the Daily Mail, while Charlotte Fairbairn has joined as web and business development manager.

Anaheta Metghalchi and Jennifer Moore have been appointed as assistant buyers at the online platform while Sarah Shaw joins from Grazia, where she was deputy art director, to become head of design.

Metghalchi joins the company following a two year stint at Burberry, where she was product merchandiser and buyer for womenswear across Prorsum and London. Moore worked as a retail coordinator at Mr Porter.

A spokeswoman for My-Wardrobe told Drapers the shakeup would see the etailer “go back to its roots” in a bid to regain its core customer.

“When the business was set up we had a loyal customer base but over time the company changed its look and feel and we lost a lot of those shoppers. We need to go back to our roots to regain those customers.”

The site has pledged to stop discounting and concentrate on investing on bridge brands like Acne, Ash and Iro, in order to fill that “lucrative gap” between Asos and Net-A-Porter.

“[Discounting] is not where we want to position ourselves going forward, it doesn’t do us or our brands any favours,” she added.

In November My-Wardrobe chief executive David Worby left the business in the wake of a pre-pack administration.

Alex Cadwallader and Neil Bennett, directors at Leonard Curtis Business Solutions, were appointed joint administrators before then selling the business to Growth Capital Acquisitions.

Worby and trading director Joanna Stephenson left the etailer with chief operating officer Andrew Curran taking over Worby’s role.

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