Sarah Curran MBE, the founder of, has joined Liverpool-based Shop Direct Group.

She’ll start as a director on Monday and has been appointed to “accelerate the development of the digital retailer’s luxury offer.” This includes, and

“When I launched My-Wardrobe back in 2006, my ambition was to democratise luxury by bringing fantastic brands to as wide an audience as possible. With its strong fashion and beauty credentials and the ability it offers customers to spread the cost of their purchases, Shop Direct takes that ethos to the next level,” she explained.

“The business offers a fantastic range of aspirational brands and there’s a huge opportunity to do more. I look forward to working with the team to further expand the offering in the luxury fashion and beauty arena.”

Curran will report directly to group retail and strategy director, Gareth Jones.

“Our customers consistently tell us that they want to be able to shop a wider range of brands, particularly at the luxury end of the market. We’re delighted that Sarah has agreed to join us to further develop our strategy in this area,” he said.

Shop Direct employs 1500 staff at its Speke site and in October reported its first profit in 10 years, which was mainly down to digital growth.