Boticca appoints fashion and brand director

Luisa De Paula, former fashion director at Liberty and buying and merchandising director at MyWardrobe.com, has been appointed as Boticca’s first fashion and brand director. Boticca, the online marketplace that stocks fashion, accessories and jewellery from independent designers, has been under-going numerous

changes this year following its launch in 2010, including the rebranding and relaunch of its website, and De Paula has been brought on to oversee its entire sourcing, brand management and merchandising strategy, as well as Boticca’s editorial content strategy.

De Paula’s appointment follows Dave Kileen who joined the London-based online retailer in September as product director. Kileen has more than 15 years of product

experience and was previously product lead for online meeting and dating site Badoo, executive product manager for the BBC iPlayer and digital director at Hachette Filipacchi UK. His appointment was announced as the first of many new senior appointments as the marketplace looks to strengthen its position in the market and build on its growth.

Kiyan Foroughi Boticca founder and chief executive said: “I am tremendously excited about the recent additions to our senior team.

“I’m delighted that Luisa will be joining the team and her appointment represents a big milestone for the business, validating its vast potential. Luisa has an eye for emerging talent and the next big thing.”

Boticca appoints Luisa De Paula as fashion and brand director

De Paula has more than 20 years of experience in merchandising roles, working for both large and small niche business, most noteably during her five year tenure at MyWardrobe.com she was credited with building the business from an annual turnover of 1 million to 20 million pounds.

Commenting on her appointment, De Paula added: “Boticca offers a wonderful marketplace platform for independent designers and consumers to connect in a very direct and interactive way. It’s an exciting time to join the team and help scale the business with its unique product proposition and retail model.”

The company is expected to add to the appointments of De Paula and Kileen with a director of marketing, content and PR in the coming months.

Boticca is venture-backed by London-based MMC Ventures, Paris-based entrepreneur fund ISAI, and prominent angel investors such as John Ayton and Annoushka Ducas, founders of Links of London. In 2013 it secured 4 million dollars in a second round of investment, which has been used to help it enter new markets, including the launch of Boticca.fr.