e-commerce to be based in Camden

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In an article analysing’s move to e-commerce, The Business of Fashion has described London as a city with “a rich talent pool.”

BoF exclusively reports that the HQ of the all-new is to be in Camden, joining nearby ASOS, FarFetch and NET-A-PORTER in the capital.’s owners Conde Nast have reportedly already poached employees from these competitors ahead of the launch in the Autumn.

Chosen because of its strategic position between North American and Asia, the London-based UK launch is described by BoF as a “”pilot” that will allow the company to test the waters before rolling out to the US and beyond.”

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