Asos.com's former international director and PowaTag's Dan Wagner are among the names behind a new London-based ecommerce trade body.
IORMA has been set up by former British Retail Consortium director general Stephen Robertson and Peter Williams, who last week emerged as the new chairman of Boohoo.com ahead of its IPO.
IORMA, which stands for the International Omni Retailing Markets Association, quietly launched late last year and has been promoting itself in recent weeks including with the launch of a new web site.
It aims to provide advice, research and analysis and has set up in partnership with eDigitalResearch.
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