Boticca names new fashion and brand director

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Former Liberty and MyWardrobe director Luisa De Paula joins team.

Boticca has today announced the appointment of Luisa De Paula as its first fashion and brand director, as the London-based online retail business continues to expand its senior management team.

De Paula joins the business with a wealth of buying and merchandising knowledge, having previously held the role of fashion director at Liberty, buying and merchandising director at MyWardrobe.com and buying manager at Selfridges.

The move follows Boticca’s recent re-brand and website re-launch, with Dave Killeen joining the team as product director in September.

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Boticca chief executive officer and founder Kiyan Foroughi said: "I am tremendously excited about the recent additions to our senior team. I’m delighted that Luisa will be joining the team and her appointment represents a big milestone for the business, validating its vast potential. Luisa has an eye for emerging talent and the next big thing.”

De Paula has spent more than 20 years in merchandising roles, working for both large scale businesses and small niche enterprises. During her five years at MyWardrobe.com, she is credited with building the business from an annual turnover of £1 million to £20 million.

At Boticca, De Paula will be tasked with overseeing the entire sourcing, brand management and merchandising strategy, as well as Boticca’s content strategy.

She said of her appointment: “Boticca offers a wonderful marketplace platform for independent designers and consumers to connect in a very direct and interactive way. It’s an exciting time to join the team and help scale the business with its unique product proposition and retail model.”

The company is set to announce the appointment of a marketing, content & PR director in the coming months.
 

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