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Rescued My-Wardrobe to focus on UK is putting the UK back at the heart of its strategy and lowering its price points after being bought in a pre-pack administration deal.

This week Alex Cadwallader and Neil Bennett, directors at insolvency company Leonard Curtis, were appointed joint administrators of the etailer before selling the business to Growth Capital Acquisitions.

As revealed by this week, chief executive David Worby has left My-Wardrobe as part of a restructuring.

Worby, who had been at the etailer since June 2012, and trading director Joanna Stevenson, who joined last November, left the business this week. My-Wardrobe co-founder Andrew Curran will take over responsibilities from Worby with immediate effect. Curran, who rejoined the business six months ago, said it could “now face the future with confidence”.

“We are refocusing our efforts on the UK,” he told Drapers. “There is Chasing a deal: Eggleston and Duffy significant growth to be had in the UK and too much focus has been on markets further afield.”

The business will also focus on digital marketing and “innovative shopping concepts”.

Curran said he would look to address the pricing structure by buying lower-priced products from the etailer’s existing brands rather than switching to new names.

“Our product offering has been slightly north of what it should be, as it was too expensive and too fashion forward,” he added.

My-Wardrobe is in the process of merging its London and Nottingham offices, resulting in all but the buying team relocating and at least 18 departures.

My-Wardrobe had more than 80 employees before the restructure.

Readers' comments (3)

  • Bring back Menswear too? I really thought it was a mistake when it was deleted it from the website, especially at the time when menswear online was trending up for most other players.

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  • In short, they've made a balls up once and the whole 'pre pack' administration situation means they'll have another chance too do it again. And they almost certainly will.

    If pre-packs weren't available, then businesses would have to start running a lot sharper. Pre Pack gives a business a 'get out of jail' so therefore comparatively incompetent people are running brands and shops who wouldn't normally be considered.

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  • "resulting in all but the buying team relocating and at least 18 departures."

    ....more like nearly 30 departures

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