LONDON — Threads Styling, a chat-based personal shopping platform owned by Chalhoub Group, has named Mo White chief executive officer following the exit of founder Sophie Hill.
White, a seasoned retail executive with a strong tech background, will oversee brand, culture and commercial partnerships, particularly in growth markets such as the U.S. and the Middle East. Currently, Threads’ largest markets are Europe and Asia Pacific.
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She joins on Nov. 4, and will be based in London, reporting to Zahra Kassim-Lahka, chief investment officer at Chalhoub. White will be responsible for “future proofing” the business model, and helping Chalhoub pursue the international expansion of Threads.
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White has more than 25 years’ experience within the luxury goods, beauty and retail industry, and was formerly chief marketing officer at Victoria Beckham and general manager at Glossier in London.
Michael Chalhoub, company president of strategy, growth, innovation and investment at the Dubai-based luxury conglomerate, said White’s expertise “will help drive Threads Styling to new heights internationally and in the U.K.”
Chalhoub acquired Threads in 2022 with the aim of “following our luxury consumers through the various channels that they use, offering them some personal styling support,” Chalhoub said, adding that the Dubai company wants to be “ever more present for its customers,” online and offline.
White said her aim is to strengthen Threads’ focus on luxury experiences “for the mobile-first generation. I very much look forward to working with the talented team to scale this global fashion personal shopping service” at Threads, which connects high-net-worth consumers with a network of more than 200 in-house and external personal shoppers.
White also wants to integrate Threads better into the Chalhoub Group, and further align the platform around customers and brand partners. She said it’s crucial that Threads remains on social channels “because that is where the customer is. When these customers are shopping, they don’t go anywhere near a desktop.”
Like the other luxury online retailers, Threads is cultivating the wealthiest customers. “The hunt is on for the best, highest-value customers, and the ultra-high net worth individuals,” White said, adding that she was excited about the new role. “We’re only at the beginning of the journey.”
Founded in London in 2009, Threads uses social media and chat-based commerce to provide personalized shopping, styling, sourcing and global shipping. It sources rare pieces, curates full wardrobes, and describes itself as “the destination for style inspiration and new brand discovery for its Gen Z and Millennial customers.”
Chalhoub has a portfolio of 10 owned brands, and works with more than 450 international brands in the luxury, beauty, fashion and lifestyle categories. It has recently expanded into new luxury watches, jewelry and eyewear categories.
It is also a franchise partner for luxury brands and retailers, and operates more than 750 retail stores, online and offline, in eight countries across the Middle East.