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New chief exec for Net-a-Porter

Net-a-Porter, the designer etailer, has appointed Sven Gaede as its new chief executive ahead of a new site launch and a massive international roll-out.

Gaede joins from the Richemont-owned Dunhill brand, where he was chief commercial officer. Prior to that he was chief executive of Hackett and finance director and business development director at Gap Europe.

Current chief executive Mark Sebba will remain at the business and take up the role of chief operating officer with responsibility for operations and IT.

Net-a-Porter founder and chairman Natalie Massenet said Gaede’s appointment had been prompted by ambitious plans at the company, which include the launch of a new online designer outlet site called

Massenet declined to give further details about the venture, but said: “We are looking at diversification and new product categories and we are growing considerably in a few areas. We need to prioritise what our key opportunities are. We’re not short of ideas but we need someone who has been there and done that. This has been a long-term strategic plan.”

Massenet would not comment on recent reports that the business had appointed an investment bank to review its options.

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