By  on January 15, 2014

LONDON — Paula Reed has been named creative director of Munich-based online fashion retailer, the company said Wednesday.

The move follows Reed's resignation from the post of fashion director at London’s Harvey Nichols late last year. Her appointment to the new position at the online retailer is effective immediately, and she reports to Jens Riewenherm, chief executive officer of

In a statement Wednesday, Reed described as "one of the most exciting pure players in the industry… I am thrilled to be joining a business when it is evolving and growing in such a dynamic way." 

The role is a further step into retail for Reed, a veteran of fashion editorial and p.r., who prior to joining Harvey Nichols in fall 2012 served as style director of Grazia U.K.

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