Liberty has appointed a new digital director to help drive forward the retailer’s online offering and integrate new AI tools, Retail Week can confirm.
The luxury department store appointed Jean-Dominique Boffa as digital director in January, after having spent much of 2025 acting as a strategic adviser to the retailer’s chief executive and board on growth and technology architecture.
Boffa previously spent many years working at marketplace giant eBay, having left the business in August 2024 as vice president, product and engineering with a focus on AI buyer experience, seller marketing and ads.
Liberty managing director of retail Lydia King said she has plans to make the retailer’s digital performance “equal and even surpass the store”, and that Boffa’s expertise was a major part of driving that.
“We’ve got big plans digitally, and he’s driving much of that. [Boffa] is from a purely digital background. He’s really looking at the journey for our customers and how we can integrate some useful AI tools into that which we didn’t have previously.
“He’s really been able to power ahead with some of these changes. So, for example, we’ve been able to put all new tills into store this year to make that customer shopping experience and speed through to purchase smoother.
“He’s also worked on things like even integrating video content onto the website’s product listing pages online. These aren’t necessarily things that other people haven’t done already, but we hadn’t. And the luxury market hasn’t always done that with much success in terms of a multi-channel model with online and stores.
“I think there’s loads that he’s been able to put together for us from not just the luxury or fashion industry, but from other industries and apply that to our digital offer. I think that for us will be game-changing”.
King was speaking to Retail Week after Liberty unveiled a 140% expansion in the floor space of its fabrics department in its flagship store.
Liberty has boosted the department’s size from 1,927 sq ft to 4,630 sq ft, offering customers more than 2,500 products including exclusive prints, innovations and design expertise.
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