Fiona Firth

LONDON — Mr Porter has named Fiona Firth, the retailer’s buying director since 2016, to the role of managing director, WWD has learned.

She replaces Toby Bateman who left the company earlier this year.

Firth has been a key driver behind the retailer’s exclusive partnerships with Gucci, Prada, Tom Ford and others. She also helped to spearhead the site’s expansion into luxury watches, its move into private label with Mr P and its Kingsman at Mr Porter collection, a collaboration with the “Kingsman” films.

In her new role, Firth will report to Alison Loehnis, Yoox Net-a-porter’s president, luxury division. She will be responsible for the retailer’s development plans, including the expansion of its offer and global positioning.

“Since Fiona joined the company in 2016, she has demonstrated her deep understanding of global luxury e-commerce and has built exceptional relationships with our brand partners,” Loehnis said. “She has played a key role in the development and launch of many highly successful Mr Porter projects and has driven our successful expansion in new categories.”

Federico Marchetti, the group’s chairman and chief executive officer, said Firth’s appointment is in line with his aim of creating “a workplace where merit is rewarded.”

He said Firth, who has spent her career in senior buying positions at retailers including Harvey Nichols and River Island, has demonstrated “she knows what our luxury customers want, and how to bring this to life in partnership with the world’s best luxury brands. Mr Porter is the clear leader in curated, online, luxury men’s wear and I am extremely excited about its future under her management,” he added.