The UK's second largest product specific digital retailer, which operates very.co.uk, has appointed Emma Alexander as fashion director.

Alexander will head up Shop Direct’s branded and own-brand clothing and footwear offerings.

The new director joins the company from British clothing brand Jack Wills, where she was chief product officer with responsibility for all categories globally, covering buying, design and sourcing.

At Shop Direct she will oversee all fashion buying and design, focusing on strengthening the clothing and footwear category that makes up 34% of the group's retail sales.

"Emma is an exceptional fashion leader who's consistently shown she knows her customer and the industry inside out,” said Sam Perkins, group product director at Shop Direct.

“She builds great relationships and delivers commercial results, both in branded and own brand fashion.”

"She's the perfect person to lead our clothing and footwear teams through the next phase of our transformation, as we continue to hone our portfolio of outstanding brands around our customer and build on the early success of V by Very."

Alexander’s role will include developing the business' brand portfolio, which includes brands River Island, Hugo Boss and Armani.

In addition, Emma will head the ongoing development of Shop Direct's own label, V by Very.

"Shop Direct has grown into one of the biggest, most innovative and most ambitious UK pureplay etailers, with a fashion offering to match,” commented Alexander.

“In recent years it's transformed its portfolio with a wealth of outstanding brands, and built an inspirational own label that's been a hit with customers thanks to strong design, value and quality.

"I want to continue the group's fashion trajectory by delivering the brands our customers crave and taking V by Very even further - making it a household name. I can't wait to link up with the team and get going."