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My-Wardrobe introduces ‘try before you buy’ scheme

Etailer My-Wardrobe has launched a ‘try before you buy’ service in a bid to win back its core customer.  

The My-Dressing Room scheme allows customers to order clothes and have them delivered for free. Shoppers are then charged seven days later for the items they have decided to keep.

Customers who order before 1pm can also opt for same day delivery across the UK.

The move follows a wave of changes at the luxury online shopping site, which saw a host of new appointments made last month.

Sacha Newall has been appointed as 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 has joined from Grazia, where she was deputy art director, to become head of design.

When the appointments were announced in January 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.

The site has also 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.

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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