By  on December 11, 2011

LONDON — Net-a-porter is bolstering its management team.

The online fashion and luxury retailer has promoted Alison Loehnis to the post of managing director of Net-a-porter.com. Loehnis, who has been with the company since 2007, was previously vice president of sales and marketing. An announcement is expected today.

Loehnis joins Stephanie Phair and Ian Tansley, who are managing directors of The Outnet and Mr Porter sites, respectively. She reports to Natalie Massenet, Net-a-porter’s founder and executive chairman, and Mark Sebba, chief executive officer.

“Alison is an exceptional talent who is part of the DNA of the Net-a-porter brand,” said Massenet. “Her appointment alongside those of our other managing directors is a vital part of our growth strategy to create an unbeatable global online luxury retail and media group.

“Alison’s appointment will allow me personally to focus on the global growth of the group and the time to develop innovative and groundbreaking new platforms for the business,“ Massenet stated.

Loehnis will be responsible for all consumer-facing operations, and for building the retailer from both a content and buying point of view. She told WWD she would continue to collaborate closely with Massenet and Sebba.

She added there would be a major focus on service and on “going deeper” into some of the 155 countries that the site currently serves. The company will continue to use technology — such as the digital window-shopping introduced at the most recent Fashion’s Night Out in New York — to improve its offer, Loehnis added.

“We’re looking to expedite service in certain markets, translate content into different languages, and look to brand launches that are relevant globally, such as the new Karl Lagerfeld collection,” she said, pointing to Lagerfeld’s upcoming masstige label, Karl. “We want to deepen the partnerships with our existing brands, and bring new talent to the table.”

Loehnis will also be looking to replace herself with a “very senior marketing hire,” she said, and add to buying director Holli Rogers’ team. She said Rogers’ role will be expanded, and she was looking to fill her team with more senior people.

Loehnis spearheaded the development of Mr Porter, which launched earlier this year, and played a key role in the launch of The Outnet, the group’s discount site. Previously, she worked as global sales and marketing director for Thomas Pink and in creative development for the Walt Disney Co.

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