My-Wardrobe.com co-founder Sarah Curran has been hired by etail group Shop Direct to help woo luxury brands to join the retailer’s roster.

Shop Direct’s sites, which include Very, Littlewoods and Isme, already sell brands including Hunter, Ted Baker, GHD and Ugg.

Curran, who joins Shop Direct next Monday, brings her expertise of the luxury sector to the group. She co-founded My-Wardrobe.com, which now stocks more than 275 premium brands.

She reports in to group retail and strategy director Gareth Jones.

Jones said: “At Shop Direct, we sell a wide range of more than 800 famous brands and bring new labels on board every year to meet customer demand, in line with our purpose to make good things easily accessible to more people.

“Our customers consistently tell us that they want to be able to shop a wider range of brands, particularly at the luxury end of the market. We’re delighted that Sarah has agreed to join us to further develop our strategy in this area.”

Curran said: “When I launched My-Wardrobe back in 2006, my ambition was to democratise luxury by bringing fantastic brands to as wide an audience as possible. With its strong fashion and beauty credentials and the ability it offers customers to spread the cost of their purchases, Shop Direct takes that ethos to the next level.”

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