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My-Wardrobe clears out ‘uncommercial’ brands chief executive David Worby has vowed to only stock brands that “work commercially”, after the etailer axed up to 30 labels ahead of its autumn 13 relaunch this month.

Worby refused to name the brands involved but said the website’s “improved visual presentation” has already helped the womenswear etailer attract more luxury labels, including footwear designer Laurence Dacade, whose boots retail for up to £750.

Worby, who joined My-Wardrobe in June 2012 from Harrods, where he was director of Harrods Direct, said: “It’s a first for My-Wardrobe as, in the past, when we took on a brand we tended to keep them. But we will be dropping some labels that commercially don’t work or match our customer profile. Our new fashion director Carmen Borgonovo has cast a fresh eye on everything and wants to clean up the presentation of the website.”

However, Worby insisted that entry price points – T-shirts start at £80 – would not increase.

For autumn 13, the site will launch with 75 new brands, including emerging designers and established names such as JW Anderson and Michael Kors. Kurt Geiger and New Balance will join the extended footwear offer. The luxury handbag range will also be increased.

Earlier this week, My-Wardrobe completed a £3m investment deal from private investors, as its co-founder Sarah Curran stepped down to pursue new opportunities.

Readers' comments (4)

  • "I think that you'll probably find it is the labels that have axed My Wardrobe due to the damage that they have caused to brands by constantly discounting their new seasons stock.
    These guys are a joke and I would suggest Drapers who seem to have a penchant for championing de-funkt business models do a bit more homework before they big-up badly run businesses creating the wrong impression.
    I genuinely hope that Eric Musgrave will redeem some of the street cred that Drapers has lost with readers over current months.

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  • 75 new brands,how can any business properly integrate such a huge number of new brands in one go and do them justice ?

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  • Sounds as though they don't know what they're doing. Drapers shouldn't waste any more column inches with such rubbish.

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  • the great shame of the current climate is that many brands will fall over themselves to supply the online discounters,My wardrobe,Coggles,Mainline menswear etc but then tell indies ,20k minimum a season,wrong adjacencies etc
    Mainline menswear sits Hugo Boss and Stone Island with Voi and Nicholas Deakins,wheres the carefully selected adjacencies there??

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