Digital Director for Europe   |   UK/EU   |   1st September 2021

Theory appoints Dasha Melyushkina as Digital Director Europe


Renaissance is delighted to announce the appointment of Dasha Melyushkina as new Digital Director for Europe.

Theory, the New York based men’s and women’s contemporary fashion label, has recently appointed Dasha Melyushkina as Digital Director for its European business.

Dasha will be headquartered in London and will report to the company’s new European CEO, Emmanuel Stern. Melyushkina’s appointment is part of a larger expansion plan as the company sets its sights on increasing the scale of both its European and Chinese businesses. With North America and Japan already being robust markets for Theory, Europe is one of their next big targets.

Dasha will be responsible for driving ambitious online sales growth by delivering a customer-focused, brand-appropriate, and best in class online shopping experience for Theory customers in Europe.

Dasha brings extensive experience in digital eCommerce and multi-channel retail having held senior digital roles with the likes of M&S, Debenhams and most recently at luxury cosmetics brand By Terry; where she built their entire digital capability from scratch as the company’s first digital hire.

Theory is a New York based men’s and women’s contemporary fashion label that is revolutionising the market with its concept of the urban uniform, a modern edit of elevated essentials, known for their precisely tailored silhouettes and exceptional fabrics.

Originally founded by former Calvin Klein executive Andrew Rosen in 1997, Theory is now part of the Japanese multi-billion dollar ‘Fast Retailing Group’, a global operator of multiple fashion brands including Uniqlo, JBrand, Helmut Lang and Comptoir des Cotonniers. Theory has been continually expanding its international omnichannel capabilities for over a decade across its main markets, the US, Asia and China and it is now pushing into Europe as it seeks to become a global leader in omni-channel fashion.

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