EXCLUSIVE: Newly appointed Shop Direct assistant buyer eyes shapewear and bridal expansion

Experienced lingerie buying assistant Faye Mitchell is stepping into the role of assistant buyer for branded lingerie and nightwear for Shop Direct following the departure of Kimberley Mather.

Mitchell, who took up the new position last week, previously held the role of assistant buyer of branded and own brand lingerie and nightwear.

She said: “I’m really excited to be working with such iconic lingerie brands, and from a career perspective it is a fantastic opportunity for me to develop my experience in buying from a branded perspective (comparative to own brand).

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“I think it will be a great challenge; brands are a key strategic focus for growth at Shop Direct. We currently have a fantastic range available for Miss Very but there is definitely room for growth in lingerie. Shapewear and bridal are two key areas we will be focussing on for SS18.”

In her new position Mitchell will oversee a wide range of brands, from fashion, including Boux Avenue, Ted Baker, Ann Summers, Lipsy, DKNY, Calvin Klein, Heidi Klum, to classic, such as Panache, Dorina, Pour Moi, Sloggi, Spanx, Wonderbra, Gossard.

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