By  on May 1, 2015

LONDON — The London-based luxury retailer Matchesfashion.com made its name as a group of brick-and-mortar boutiques called Matches, which launched in 1987. But when chief operating officer Ulric Jerome joined the company in 2013, he didn’t hesitate in re-branding the firm to ensure it was primed for online growth.

“I tested how serious the business was to embrace digital.…I told [founders] Tom and Ruth Chapman…every time we talk about Matches, there’s a missed opportunity,” said Jerome. “We went live online with a Web site called Matchesfashion.com back in 2007. And we were getting more visibility for our Web site…so we’ve changed the name, and embraced the digital culture.”

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