Former Browns buying director Erin Mullaney has joined Avenue 32, a members-only etailer set to launch in November.
Mullaney, who was buying director of London designer indie Browns until January, when she left to work as a freelance fashion consultant, has joined the online designer venture as fashion and brand director.
Avenue 32, which calls itself ‘your luxury shopping neighbourhood online’ on its Facebook page, will showcase designer collections, alongside fashion editorial content.
It is not known who is behind Avenue 32, and it is unclear at this stage whether it will be based on a private-sale model similar to designer membership sites such as Cocosa, or whether it will sell clothing at full price, as done by the likes of Net-A-Porter, but with a members-only element to it.
It is understood that Avenue 32, which allows people to sign up for membership at www.avenue32.com, will let each designer brand featured curate its own product page.
This model is thought to remove the need for buyers to work specifically for Avenue 32 – the product featured on the site will be selected by the designer labels and will be dispatched directly from them, meaning there will be no Avenue 32 distribution centre.
The editorial content will be overseen by editor-in-chief Rebecca Guinness, who previously worked as senior contributing editor at luxury website Nowness, owned by LVMH.
Sara Gilmour, who previously freelanced at design magazine Garage, has joined the editorial team as fashion editor.
Other senior staff at Avenue 32 include Rupert Maunsell and Nick Mainwaring, who both joined from Temperley London, and have been recruited as operations director and brand director respectively.
Alex Eagle, a former PR for premium womenswear brand Joseph, is understood to have joined as brand director. The managing director of Avenue 32 is believed to be Roberta Benteler. It is not known from where she has joined.
A spokesman for Avenue 32 declined to comment.
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