Shop Direct appoints Emma Alexander as fashion director

Emma Alexander

Shop Direct has hired Jack Wills’ former chief product officer Emma Alexander to lead the online retail company’s fashion offering.

In her new role as fashion director, Alexander will be responsible for heading up Shop Direct’s branded and own-brand clothing and footwear offerings.

She will oversee all fashion buying and design, focusing on further strengthening the clothing and footwear category that makes up 34 per cent of the Shop Direct’s retail sales.

Her role will include developing the business’ brand portfolio, premium labels, sportswear offering, and the ongoing development of Shop Direct’s own label, V by Very.

Alexander joins the company on July 9 and will report to group product director Sam Perkins.

“Shop Direct has grown into one of the biggest, most innovative and most ambitious UK pureplay etailers, with a fashion offering to match,” Alexander said.

“In recent years it’s transformed its portfolio with a wealth of outstanding brands, and built an inspirational own label that’s been a hit with customers thanks to strong design, value and quality.

“I want to continue the group’s fashion trajectory by delivering the brands our customers crave and taking V by Very even further – making it a household name. I can’t wait to link up with the team and get going.”

Alexander’s last role was chief product officer at Jack Wills, where she led a team of 75 and had responsibility for all categories globally, covering buying, design and sourcing.

She has been credited for improving Jack Wills’ product offering and speed to market, as well as growing the retailer’s customer base.

Prior to this, Alexander spent four years as brand director at USC, where she helped to turnaround the business, and four years at Marks & Spencer in senior fashion roles.

Her experience also spans positions with Jaeger and River Island.

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