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My-Wardrobe to ramp up menswear

Premium etailer My-Wardrobe is aiming to grow its menswear business to account for 20% of its total sales following the relaunch of the site and appointment of industry heavyweight Troy Munns.

My-Wardrobe is to revamp its menswear offer - which accounts for about 12% of its total sales - for spring 12, spearheaded by Munns, the former Asos digital marketing manager.

As head of menswear, Munns will research the etailer’s core male customer and preferred brand mix.

Munns said: “There’s a huge opportunity for men buying for themselves. It’s a fast-growing area.”

Research in womenswear ahead of the site revamp in February found the etailer’s shoppers to be older than expected, aged between 27 and 47.

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