DNA Lingerie, the lingerie retailer being developed by retail entrepreneur Theo Paphitis, will open for business next spring after a string of key hires from would-be rival La Senza - which Paphitis used to own.
The business, which is an acronym of Daywear, Nightwear, Anywhere, has recruited former La Senza head of merchandising Sue Finch as merchandising director, and Dan Lumb, former head of ecommerce at footwear chain Schuh, as ecommerce director.
They join DNA buying director Debby Duckett and operations director Enda Kelly, both of whom also worked at the La Senza chain.
DNA will launch a transactional website and open seven stores in March, with more to follow later in 2011, it is understood. The locations are not yet known.
DNA is expected to focus on online sales and cap its bricks-and-mortar presence at 30 stores. It is expected to stock own-brand product rather than third-party brands but the company declined to confirm details.
Paphitis, who also owns stationer Ryman, bought La Senza for £1 in 1998 and sold it to private equity firm Lion Capital in 2006 for about £100m.
Lumb has been replaced at Schuh by Sean McKee, who has been promoted from the role of divisional manager.