Etailer My-Wardrobe has vowed to stop discounting and has refocused its product to its core customer as it makes a raft of new appointments.

The etailer, which was bought out of administration in November, has vowed to use its exclusive product rather than discounts to woo shoppers to the luxury fashion site.

The retailer’s autumn 2014 collection has been bought with the refocused strategy, designed to entice its original core shopper back to the site. Co-founder Andrew Curran, who returned to the business in November, believes the retailers price points crept too high and alienated its existing customer base.

He said: “These are exciting times for my-wardrobe.com, I am delighted to be at the helm of the business again. There is room for so much more growth for the discerning, fashionable on line shopper. With this in mind, I am pleased to welcome some new and talented team members as they bring a wealth of experience from so many different segments of the market.”

The retailer has made hires across marketing, design, buying and communications including former Times and Sunday Times head of marketing Sacha Newall who joins as head of sales and marketing and ex-Grazia deputy art director Sarah Shaw as head of design. It has also hired former Selfridges head of pr Sophie Headley as its head of communications.

Curran also revealed he would be launching a “new concept in online shopping” later this season, although no further details were given.

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