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Tide-Frater to drive Farfetch expansion as website receives £3m investment, the website for independent boutiques from around the world, has secured a $4.5m (£3m) investment and hired former Harrods and Selfridges creative director Susanne Tide-Frater to spearhead its expansion.

The site, established in Europe in 2008 by José Neves, entrepreneur and founder of London boutique B Store, received the investment from venture capital group Advent Venture Partners to back growth in Europe, the US and Brazil - where it will establish a standalone site.

Farfetch, which acts as an ecommerce portal for 44 indie boutiques in the US and Europe featuring 1,000 brands, is set to more than double the number of retailers featured to 100 over the next two to three years.

Tide-Frater, who has been appointed brand and strategy director and continues to be fashion director at 19 Entertainment, said the site would become a global community for retailers, brands and consumers by driving its editorial content to tell the story behind the boutiques and their buying choices.

She added: “It’s great that retailers can join forces to bring brands to people around the world. It’s difficult to tackle etail for smaller retailers, it diverts from the day job. It gives our retailers a point of difference.”

Andrew Robb, former managing director of etailer Cocosa, has been appointed as chief operating officer.

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