My-wardrobe.com has recruited former Liberty fashion director Luisa de Paula as the business marches towards sales of £20 million within five years.
De Paula said the designer womenswear etailer’s website needed attention to take it to the next level. She said: “I’m here to introduce the nuts and bolts, such as buying processes, and to help the team manage bigger budgets and implement reports and processes.
“We want to mix new up-and-coming brands, which we will source from shows, with established brands that givecustomers confidence in shopping online.”
De Paula’s appointment follows strong Christmas trading at My-wardrobe.com. Sales for December more than doubled to £115,722, against £56,790 for the same period in 2006. Sales for the whole of 2007 rose by 143% to £981,000.
De Paula, who was a buying manager at Selfridges before taking the fashion director role at Liberty, is one of a raft of new appointments at My-wardrobe.com.
The etailer has also appointed former pop star Louise Redknapp, who now presents The Clothes Show on UKTV Style, as a non-executive director. It also recruited former Drapers fashion writer Leanne O’Shea as brand manager at the end of last year.