Shop Direct Hires My-Wardrobe.com Founder Sarah Curran As It Aims For Luxury

Online and catalogue giant Shop Direct has hired My-Wardrobe.com co-founder Sarah Curran as it aims to court more upmarket brands.

Curran joins the company on Monday and will work with Shop Direct's brands including Very, Littlewoods and Isme.

She will report to group retail and trading director Gareth Jones, who said: '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.'

Shop Direct is the UK's largest e-commerce and catalogue group with sales of around £1.7 billion, around three quarter of which come from online.

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.'

Curran, who is understood she is working on a more upmarket project called Very Exclusive, added: 'The business offers a fantastic range of aspirational brands and there's a huge opportunity to do more. I look forward to working with the team to further expand the offering in the luxury fashion and beauty arena.'