MyWardrobe.com is restructuring its twin head office operations to save costs.
The retailer said it anticipated departures as it shifts all its teams other than buying and merchandising from Camden, London, to its East Midlands operations centre based in Nottingham.
The firm is understood to have raised up to £3 million of new funds earlier this year, about the same time as principle founder Sarah Curran left the business.
About half the staff are currently based at its London office, Retail Week said.
Andrew Curran, co-founder of the business, told the magazine: 'Wherever possible, we plan to relocate London staff to positions within the Nottingham office. Inevitably some will choose not to move to Nottingham and we will therefore be recruiting new people to rebuild the team as required.'
He said MyWardrobe.com would be 'a far more agile, responsive operation' and would also save costs.
In July we reported that founder Sarah Curran had left the business. A month previously the firm's instrumental PR director Lauren Stevenson left for a job at Harrods.
Harrods Direct executive David Worby was drafted in last year to overhaul the business. It has axed around 30 brands for this season to concentrate on new designers.
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