Aasheesh Mediratta takes over as new CEO of Fashionandyou

18 Apr, 2013, a flash sales site of the Delhi-based Smile Group, has elevated Aasheesh Mediratta to the role of CEO. He has been with the company since 2010 and was working as director of sales till now. The appointment comes within a month of Abhishek Goyal, the former CEO of Fashionandyou, quitting the company.

Mediratta has over 12 years of experience and earlier worked with companies like The Spa Group, Villeroy & Boch, Guess, Debenhams, ITC and Pantaloon. He holds a B.Com degree from Shri Ram College of Commerce, Delhi.

Talking about his appointment, Mediratta said, "Besides boosting the core USPs of our business model, my key priorities include continuing to make Fashionandyou the preferred destination for fashion and lifestyle categories and finding better insights into consumer behaviour."

Fashionandyou is a members' only private online shopping club, which partners with high fashion and luxury brands across fashion apparel, designer wear, handbags, footwear, watches, jewellery, fragrances and home décor. The company claims to have around 5 million members and delivers to more than 1,200 locations pan-India. It has offices and distribution centres in Gurgaon, Mumbai, Bangalore, Hyderabad and Kolkata.

In June 2012, Pearl Uppal, co-founder and the-then CEO of the site quit the Smile Group, leaving the firm looking for a new leader. This happened within a week of Gaurav Kachru (co-founder of Smile Group's daily deal site Dealsandyou) leaving the group to start his own venture. In August last year, Fashionandyou acquired fashion and beauty e-tailor for an undisclosed amount and UrbanTouch's founder & CEO Abhishek Goyal was appointed as the new CEO of Fashionandyou.

However, the company shut UrbanTouch last month and Goyal left the company. Also, many of the UrbanTouch team members who had joined Fashionandyou post acquisition, are no longer a part of the company.

(Edited by Sanghamitra Mandal)