Emma Alexander has been appointed Fashion Director at pureplay digital retailer Shop Direct. Emma will be heading up the company's branded and own brand clothing and footwear offerings. She will report to the Group Product Director and Executive Board Member, Sam Perkins. 
 
Emma joins the company, which operates Very.co.uk and Littlewoods.com, on 9 July from Jack Wills, where she was Chief Product Officer with responsibility for all categories globally, covering buying, design and sourcing. She led a 75-strong team that improved the product offering and speed to market, as well as grew the retailer’s customer base. 
 
Prior to this, Emma spent four years as brand director at USC, where she helped to turnaround the business, and four years at Marks & Spencer in senior fashion roles, including Head oB buying for men’s formalwear, footwear and accessories, and Head of Buying for the Per Una and Limited Collection brands in womenswear. Her experience also spans positions with Jaeger and River Island. 
 
Emma's role will include developing the business’ brand portfolio, which spans popular high street names like River Island and Mango, and premium labels, such as Hugo Boss and Armani. Emma will also be charged with driving the business’ sportswear offering. 
 
In addition, Emma will head the ongoing development of Shop Direct’s own label, V by Very. 

Emma comments, 'Shop Direct has grown into one of the biggest, most innovative and most ambitious UK pureplay etailers, with a fashion offering to match. In recent years it’s transformed its portfolio with a wealth of outstanding brands, and built an inspirational own label that’s been a hit with customers thanks to strong design, value, and quality... I want to continue the group’s fashion trajectory by delivering the brands our customers crave and taking V by Very even further – making it a household name. I can’t wait to link up with the team and get going.'

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