Missguided bags ex-Shop Direct deputy CEO Gareth Jones as online chief

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Gareth Jones

Shop Direct’s former deputy chief executive Gareth Jones is set to take on the role of chief executive of online at Missguided.

According to Drapers, Jones will reportedly start at the fast-growing fashion retailer next week, reporting directly to Missguided founder Nitin Passi.

He left his previous role at Shop Direct at the end of 2016, following a seven-year stint at the company.

He joined as group retail director, before being promoted to the board in 2013 and taking the new role of deputy chief executive in 2014.

Passi, who will now become group chief executive of Missguided, told Drapers: “This further demonstrates how serious we are about continuing the growth trajectory the business has experienced to date.”

Jones added: “Having spent some time with Nitin talking in detail about his plans for the business, this opportunity was simply too exciting to pass up.

“Missguided is well placed to continue to take the international online fashion market by storm.”

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