Online fashion retailer ISawItFirst appoints new CEO

ISawItFirst ceo Greg pateras
Greg Pateras has been named the new ceo of online fashion brand ISawItFirst
// ISawItFirst has named ex-Matalan chief executive Greg Pateras as ceo of the fashion etailer
// The brand, which sponsors Love Island, has seen annual sales approaching £75m this year

ISawItFirst.com has promoted new recruit Greg Pateras to chief executive as founder Jalal Kamani becomes chair of the etailer.

Pateras, who was previously deputy ceo of Matalan, joined ISawItFirst as executive director in August and is understood to have been hired to professionalise the fast-growing business and prepare it for a transaction, either a stock market flotation or sale.

“I am extremely proud and excited to be given the opportunity to lead this high growth business, working with supportive owners and a passionate team,” Pateras commented.

“We will continue to build on the good work to date and drive the business forward to help hit its ambitious targets.”

ISawItFirst has grown rapidly since it was set up by Kamani, brother of Boohoo co-founder Mahmud Kamani, in 2017 after he left his position as trading director of Boohoo.

Annual sales are understood to be approaching £75 million as new customers have flocked to the brand following its high-profile sponsorship of TV show Love Island.


READ MORE: ISawItFirst hires ex-Matalan chief executive as it mulls IPO


Pateras has much experience in the world of online retail and was chief financial officer of etail powerhouse Shop Direct, now known as The Very Group, and is an integral part of the leadership team that transformed the business from a loss-making catalogue retailer to a fast-growing pureplay.

His appointment as chief executive of ISawItFirst comes just a week after it emerged that fellow The Very Group alumni Sam Perkins will take the helm at ISawItFirst competitor InTheStyle.

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