AllSaints has appointed Liam Price, former FatFace digital director, as Global eCommerce Director.
- Price brings 17 years of experience in the fashion industry to AllSaints.
- His previous roles include positions at Warehouse, New Look, and LK Bennett and Oasis.
- Price played a key role in FatFace’s digital migration to Next’s Total Platform.
- This appointment follows Mark Wright, another former FatFace executive, joining JoJo Maman Bébé.
AllSaints has made a strategic appointment by naming Liam Price as their new Global eCommerce Director. This move comes as Price steps down from his role as head of digital at FatFace, a position he held since early 2021.
In his new role at AllSaints, Price is expected to leverage his extensive 17 years of experience in the fashion industry to enhance the brand’s online retail operations. His career portfolio is impressive, having held senior positions at notable fashion retailers including Warehouse, New Look, and LK Bennett and Oasis.
While at FatFace, Price was instrumental in guiding the company through a significant technological transition. He supported the brand’s migration of its digital operations to Next’s Total Platform following its acquisition by Next. This experience is likely to be invaluable in his new role at AllSaints, providing strategic insight into complex digital integrations.
Price expressed his enthusiasm for this new chapter via LinkedIn, stating his excitement to join the team at AllSaints and John Varvatos, and appreciating the warm welcome he received from the brands. Such endorsements underscore the potential impact he is anticipated to have on AllSaints’ digital strategy.
Interestingly, Liam Price is not the only executive moving forward from FatFace. Mark Wright, who served as the chief operating officer, has recently joined JoJo Maman Bébé as its interim chief executive. This trend highlights a broader movement of leadership within the retail sector, reflecting dynamic shifts as brands adapt to changing consumer behaviours.
Liam Price’s appointment at AllSaints marks a significant step in the brand’s enhancement of its digital capabilities.
