Shop Direct, the multi brand online retailer in the UK and Ireland, has hired the former Jack Willis executive, Emma Alexander, as the new Fashion Director. She will be heading the own brand along with apparel and footwear line from other companies.
A major 34% of the company’s sales come from the clothing and footwear brands. As the fashion head, Emma’s key role would be reinforcing these categories by looking over the design and fashion buying. The role would require developing the brands portfolio by reaching out to the ‘well received’ brands like River Island and Mango along with some premium labels namely Hugo Boss and Armani.
She will also be heading the growing in-house label V by Very. Launched in 2016, it has become the most popular brand of the group, making up 10% of all retail sales of the company.
Emma will be reporting to the Executive board member and group product director, Sam Perkins.
Prior to this venture, Emma headed a 75 member team at Jack Wills. She successfully enhanced the product offerings and also grew the retailer’s clientele. She has also worked as head buyer for Per Una and Limited Collection brands in womenswear and for Marks & Spencer in men’s formalwear, footwear and accessories. An exceptional fashion leader, her work begins from the 9th July.