The New Style.com Won't Launch Until Early 2016

Condé Nast announced several key hires for the upcoming global e-commerce site on Monday.
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Chantal Fernandez
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Condé Nast announced several key hires for the upcoming global e-commerce site on Monday.

Condé Nast is shedding some light on the new Style.com team in the U.K. 

Under the direction of Franck Zayan, who was hired in December 2013 from Galeries Lafayette, the publishing company's online shopping venture has amassed a London-based team with experience at Asos, Net-a-Porter, Google and more. WWD first reported the hires on Monday. 

The new Style.com will launch in the U.K. in early 2016 with 100 to 200 brands available for purchase through Vogue and GQ, before coming to the U.S. and other titles and markets around the world. Readers will be able to shop content through both the title's site and Style.com, as well as by scanning images in print magazines. Zayan told WWD that the business will be a "connector" between the titles and products and that readers will be able to switch off the service entirely if they so desire. The business will not hold inventory for now.

The most recent hire is Editorial Director Melissa Dick in April, who came from Asos where she held the same title. The rest of the team has been on board since 2014, including Chief Marketing Officer Olivier Breton, formerly head of e-commerce at Galeries Lafayette, and Chief Product Officer Mo White. White came from DeepMind, a British artificial intelligence company acquired by Google in 2014, where she worked on a "fashion search-content-commerce entertainment hub" according to her LinkedIn. Before that she was the editorial director at Farfetch and creative director at The Outnet where she launched the in-house label Iris & Ink. Natalie Varma, who was hired in September 2014 as head of product, also has experience at The Outnet in product merchandising. Before joining Condé Nast, she was the head of e-commerce at Anya Hindmarch

Condé Nast announced in April that Style.com's editorial team would transition to Vogue and a new URL, voguerunway.com, to make room for the publishing company's e-commerce venture in the fall. Style.com's runway archives are migrating to Vogue Runway, where coverage of the spring 2016 shows will continue in September.