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Published
Dec 20, 2019
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Buying chief Fiona Firth is Mr Porter's new MD

Published
Dec 20, 2019

Yoox Net-A-Porter has named Fiona Firth managing director of its luxury menswear e-tailer Mr Porter. Firth hasn’t been brought in from outside but has been buying director at the operation since April 2016. The appointment comes three months after her predecessor Toby Bateman left the company.


Mr Porter's new MD Fiona Firth



The company said that during her tenure, Mr Porter “has delivered exceptional campaigns that have redefined the luxury menswear e-commerce experience”. Included in that is the launch of exclusive capsules with Gucci, Prada, Saint Laurent, Brunello Cucinelli, Tom Ford, Balenciaga and the Mr Porter ‘Made in’ series, “many of them firsts for the brands”.

Firth played “a key role” in the launch two years ago of the Mr P own-brand ready-to-wear label, also adding shoes and accessories to the brand in September 2018, exactly a year after its launch. And the company said she’s overseen Mr Porter’s move into key categories including luxury watches and lifestyle. 

So what’s the new chain of command now that she’s been elevated to the lead role at the operation? She reports to Alison Loehnis, who’s president of YNAP’s Luxury Division. And the company said her task is to drive Mr Porter’s “ambitious development plans. This will include expanding and deepening the unique customer offer across the world and ensuring its continued position as the leader in men’s luxury style through exceptional curation, service, content and experiences”.

Firth has a strong CV and before joining YNAP, she held senior leadership roles in menswear buying for River Island, Harvey Nichols and Harrods.

YNAP chairman and CEO Federico Marchetti said: “In our leaders we are looking for courageous and passionate team players, and it is testament to the strength of our talent that we are announcing an internal appointment for this senior role within our group. Fiona has demonstrated she knows what our luxury customers want, and how to bring this to life in partnership with the world’s best luxury brands.”

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