My-Wardrobe.com is to expand into Asia starting with a business in Singapore.
Reuters reported the etailer is yet to set a date for the Singapore launch but co-founder and chief executive Sarah Curran said it will follow a period of focus on its Australian business.
Curran said the company will learn from the market in Singapore before rolling out further across Asia.
Curran said: “The Asian consumer has been much more of an early adopter to social media, and much more open in terms of online.
“He is much more online-savvy than, necessarily, the French consumer, who were very late in adopting online shopping.”
Last month My-Wardrobe.com poached Harrods ecommerce boss David Worby as its new chief executive, leaving Curran to focus on strategy.
Worby, who leaves Harrods in June, is set to focus on the luxury etailer’s global expansion. It will be his first chief executive role.
The business launched a mobile site last December and Curran said mobile sales are already forecast to represent 15% of sales at year end.