An online womenswear shop backed by Sir Terry Leahy is poised to relaunch its website this month after drafting in several former Asos staff for a major growth push.
Former Asos finance director and international boss John Kamaluddin has been appointed executive chairman while Sally-Anne Newson, Asos business development director until last month, has been drafted in as CEO.
Newly appointed creative director Becky Leeson, who left Asos last year, has been appointed creative director.
Newson told Vogue.com she wanted turnover to be £100 million by 2020 and that Germany and France were 'obvious first choices' to grow the brand internationally.
Atterley Road, co-founded by Katie Starmer-Smith and her business partner Edward David, received an additional £2 million funding last year. Investors include former Tesco chief executive Leahy, Kamaluddin, former Best Buy executive Bob Willett, serial ecommerce investment fund William Currie and fund manager Artemis.
Starmer-Smith, a former buyer at Jigsaw, will become buying director.
Other plans include further development of the site's own label and a new name for the business which is expected to be revealed later this month.
