Matchesfashion.com London

LONDON — Matchesfashion.com is beefing up its executive team with two senior appointments: Usama Dar will become chief technology officer, while Heidi Coppin will take over as chief human resources officer, WWD has learned.

Both join the company this month, and will report to the company’s chief executive officer, Ulric Jerome. An announcement is expected today.

Dar has 20 years of experience working in Europe and the U.S. for companies including Huawei, Sony and Yahoo developing and delivering technology innovation. Most recently he held the role of chief technology officer at Westwing, an online shopping club and a division of Rocket Internet.

Coppin was formerly people director at Notonthehighstreet.com, and before that held the role of global vice president of human resources at Net-a-porter.com. She has also held senior roles at Asos.com, Unilever, Warner Music and Anheuser-Busch.

“It’s very important that, as we see such continued accelerated growth across the business, we ensure we have the right people to help us think ahead and maintain our momentum,” Jerome said.

“It is vital that we have the best technology, digital innovators and engineers who are thinking ahead for our business. Usama’s role is an important one if we are to continue to lead the way in innovation. Heidi has an important role to play as we develop globally,” he added.

The company employs 500 people, with 350 based in its global headquarters at The Shard in London.

In December, Matchesfashion.com introduced a 90-minute delivery service across London, and nominated day and hour drop-offs.

Customers within the M25, the road that surrounds Greater London, will be able to place an order starting at 6:30 a.m., with the first deliveries arriving at 8 a.m. and the last at 10 p.m. The service was created in partnership with a tech firm known as On the Dot.

As reported, online sales at Matchesfashion.com grew 38 percent in 2015, driving revenues to 127 million pounds, or $194.3 million. The company said 45 percent of its sales are generated via mobile phone, and during peak times an order is taken every seven seconds.

Matchesfashion.com is also building its brick-and-mortar business with plans to open a stand-alone store in Notting Hill later this year just for its in-house Raey brand.