AllSaints has appointed Liam Price as its new Global E-commerce director, bringing in the experienced digital leader from fashion retailer FatFace.
Price officially started his new role this week, following his departure from FatFace last month, where he served as Digital Director.
A New Leader for Ecommerce Operations
Liam Price takes on his new role at AllSaints and John Varvatos, two iconic fashion brands, with the aim of leading their global ecommerce strategy.
Price, who brings 17 years of industry experience, expressed his excitement on LinkedIn, saying:
“The team has been so welcoming and I couldn’t be more excited to be part of these iconic brands.”
Price’s previous roles include stints at fashion companies such as Warehouse, New Look, LK Bennett, and Oasis, where he honed his expertise in digital transformation and e-commerce.
His most recent position at FatFace involved overseeing the brand’s digital operations and helping migrate its platform to Next’s Total Platform after Next acquired FatFace in 2022.
Leadership Changes at FatFace
Price’s departure isn’t the only leadership change at FatFace.
Mark Wright, FatFace’s former Chief Operating Officer, is set to join JoJo Maman Bébé as interim CEO at the end of the month, marking another key leadership move for the brand.
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A Strategic Move for AllSaints
Price’s appointment reflects AllSaints’ continued investment in enhancing its ecommerce capabilities and digital growth.
As the fashion industry increasingly prioritizes digital channels, Price’s experience and strategic insights will likely help AllSaints and John Varvatos expand their online presence and connect more effectively with customers globally.
