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Matchesfashion appoints new senior team as it eyes further digital growth

Online luxury shopping retailer Matchesfashion.com has announced three key hires as the business looks to scale in the coming months.

Tom Athron has been appointed chief operating officer, joining from the John Lewis Partnership where he sat on the board and was group development director, while Lea Cranfield has left her role as Yoox Net-a-Porter (YNAP) merchandising lead to become commercial director.

In addition, Kim Hartlev has joined Matchesfashion from Sainsbury’s, and has been appointed chief technology officer.

All three new appointments will report to Matchesfashion CEO Ulric Jerome, who said: “With their wealth of experience Lea, Tom and Kim will join forces with our leadership team to deliver our mission, which is to be the most personal luxury shopping experience in the world.”

He added: “These appointments round off a year of strategic investments that will help us continue our incredible momentum.”

The company has just launched a new state-of-the-art 24,000 sq ft creative studio in east London, and the organisation is soon to move to a new logistics centre, quadrupling the size of its existing facility.

Furthermore, the opening of 5 Carlos Place in Mayfair, which the company describes as a “new retail experience and broadcasting hub” is planned for September.


Athron will have responsibility for scaling the business globally and will lead Matchesfashion’s eCommerce, logistics, customer experience functions and studio teams. His previous roles include finance director at Waitrose and trading director at John Lewis.

Cranfield will lead the buying and merchandising teams, focusing on the commercial strategy across women’s and menswear alongside the in-house private label ‘Raey’.

Prior to joining YNAP, she was merchandising manager for Liberty of London and head merchandiser at Comme Des Garcons.

Hartlev, who before joining Sainsbury’s held senior technology roles at BlackBerry, Movirtu, Myriad Group, Synchronica, and Mobilethink, will oversee IT architecture, software engineering, infrastructure, service operations, and mobile apps.

He will build on existing innovations, including the retailer’s Style Daily content platform which is delivered through the mobile app and is built with a chatbot action response interface enabling readers to curate their own editorial content.

“Joining Matchesfashion.com is an exciting prospect as its clear that they put technology at the heart of the business and consistently innovate in ways often invisible to the customer,” explained Hartlev.

“As the company grows I am excited to explore emerging technology opportunities that enhance our customer experience.”

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