My-Wardrobe recruits tech boss as sales soar

The hiring comes as the etailer posted a group sales rise of 96% for the year to May 31.

My-Wardrobe, which sells designer brands for “everyday luxury” including Anya Hindmarch, See by Chloé and Joseph, revealed a 118% surge in European like-for-like sales in the first quarter of the 2011 calendar year.

Founder and chief executive Sarah Curran said Eude’s appointment would support future international growth.

Eude - who joins from field marketing agency Gekko, where he was chief technology officer - will be tasked with moving the site onto a new platform to help grow the business. He is due to start in July.

Although My-Wardrobe declined to say what revenue it notched up in the year, it has said previously it is targeting sales of £100m by 2015. Curran said the move to a new platform, alongside new innovations yet to be revealed, would help to achieve its target.

My-Wardrobe relaunched its womenswear site at the end of February, which Curran said had helped entice existing customers back with a revamped edit of its collections and brand offer.

The etailer also plans to relaunch its menswear site for spring 2012. It is reviewing the offer and will look to rebrand and reposition the menswear site in the coming months.

My-Wardrobe said it also planned to invest heavily in marketing over the coming year, after the appointment of marketing director Rob Moss, who joined from Lastminute.com in May. Plans include a print media campaign and potentially TV advertising.

Curran said: “The past 12 months and first quarter of 2011 has been a pivotal time for My-Wardrobe. Not only have we seen phenomenal growth in the UK, but we have already seen a significant rise in sales across Europe.”

Venture capital group Balderton Capital invested $9m (£5.5m) into the business last year.