Liam Price exits FatFace to take on Global E-commerce Director role at British fashion retailer AllSaints

Liam Price has joined AllSaints as Global E-commerce Director. He was previously at FatFace where he served as Head of Digital (Digital Director).

On leaving FatFace, he said: “After nearly four incredible years, my journey at FatFace is sadly coming to an end. Over the past few years, the business has gone from strength to strength, and I’m immensely proud to have played a small part in that success. I’m now excited to see what’s next for this fantastic brand as it enters a new chapter.”

“A huge thank you and big shout out to my team for your resilience, dedication, and hard work - you’ve been instrumental to our success and should be very proud of everything we’ve achieved.”

On his new job, Price added: “I’m really excited to announce I’ve joined the amazing team at Allsaints and John Varvatos as Global E-commerce Director. The team has been so welcoming and I couldn’t be more excited to be part of these iconic brands.”

Alex Didymiotis, Global People and Culture Director, says: “Liam brings extensive experience in fashion e-commerce, having made significant contributions to customer loyalty, acquisition and experience across a range of leading brands.”

“E-commerce is a key component of our business that feeds into our strategic pillars, and our digital performance continues to benefit from the investment we have made in our modern, scalable e-commerce platform, helping us reach more customers than ever before.”

“With Liam’s insights and experience, I’m confident we will continue building on this digital progress and further enhance our customer proposition and brand experience. Most importantly, he is a great leader and a fantastic addition to the AllSaints culture, who will help us drive our purpose and evolve our already hugely successful business.”

Price’s CV also includes stints as Head of E-Commerce Trading (Interim) at B&Q, E-Commerce Director at L.K.Bennett, and Head of Digital at Warehouse Fashions.

FatFace was bought last year by Next for £115 million.

The retailer said that FatFace would continue to be run by its own management and keep its "creative independence". It has 180 UK stores and will retain its base in Hampshire.

2024 RTIH INNOVATION AWARDS

E-commerce is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.