AllSaints has hired Fatface digital director Liam Price to head up its ecommerce operations.
The new global ecommerce director started at the fashion retailer this week after stepping down as head of digital at FatFace last month.
Price wrote on LinkedIn: “I’m really excited to announce I’ve joined the amazing team at AllSaints & John Varvatos as Global e-Commerce Director.
“The team has been so welcoming and I couldn’t be more excited to be part of these iconic brands.”
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Price has 17 years of experience in the fashion industry and lists Warehouse, New Look and LK Bennett and Oasis on his CV.
He most recently served as FatFace’s digital director, joining the business at the start of 2021 and supporting the migration of its operations to Next’s Total Platform after it snapped up the retailer last year.
AllSaints global people and culture director Alex Didymiotis said: “Liam brings extensive experience in fashion e-commerce, having made significant contributions to customer loyalty, acquisition and experience across a range of leading brands.
“Ecommerce is a key component of our business that feeds into our strategic pillars, and our digital performance continues to benefit from the investment we have made in our modern, scalable e-commerce platform, helping us reach more customers than ever before.
“With Liam’s insights and experience, I’m confident we will continue building on this digital progress and further enhance our customer proposition and Brand experience. Most importantly, Liam is a great leader and a fantastic addition to the AllSaints culture, who will help us drive our purpose and evolve our already hugely successful business.”
Price is not the only former FatFace executive to land a new role this week, with the brand’s former chief operating officer Mark Wright joining JoJo Maman Bébé as its interim chief executive at the end of the month.
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