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Natalie Massenet, the founder of designer e-commerce website Net-a-Porter, has bagged a new role at online luxury-fashion platform Farfetch.

Ms Massenet will serve as non-executive co-chairman of Farfetch, partnering with that site’s chief executive, founder and executive co-chairman José Neves, the company said in a statement on Tuesday. She will focus on expanding Farfetch’s global brand and building partnerships in the fashion industry, the statement said.

Mr Neves said in a statement that Ms Massenet is “THE undisputed pioneer, paving the way for the rest of us by demonstrating that not only could luxury be sold online but also that the internet would eventually become the primary way consumers engage with brands, globally.

The move has been rumoured to be in the works for several months, as the battle for dominance in the world of luxury online retailing heats up.

Ms Massenet founded Net-a-Porter in 2000 and spent 15 years building it into a dominant force in the luxury digital retail world, expanding its stable of related sites and brands until her surprise departure in 2015, following its merger with Yoox.

She said in a statement that she was looking forward to working with Mr Neves. “What Farfetch has done to rewrite the rulebook on how technology can work alongside bricks and mortar to elevate the customer experience stands out in the industry – when José asked me to come on board it was an opportunity I couldn’t turn down.”

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