returning co-founder Andrew Curran is to re-adjust its brand position as he insists it will be in profit next year.

Curran stepped down from MyWardrobe in 2010 but was drafted in to the struggling firm which was bought in a pre-pack administration deal late last night.

He said he will bring MyWardrobe into the black by revamping its product offer, which had become too upmarket. He said: “We want to be in the middle ground between Asos and Net a Porter.”

He is repositioning its offer with fashion director Carmen Borgonovo. Curran also said he has plans for “new and innovative shopping concepts” but declined to give any detail on the initiative.

Curran also said that the fashion etailer had put too much focus on international growth and said his priority is the UK. “There is a vast amount of growth in the UK. I don’t know why we’ve focused on Asia and the US.” will also refocus its marketing on digital. It is planning to increase its affiliate network and digital advertising and will invest less in traditional brand building PR. 

Curran said it was “all change” as its entire management team had exited the business including chief executive David Worby and trading director Joanna Stephenson.

Leonard Curtis was appointed joint administrators to Meemi Limited, which trades as, late last night and it was bought by Growth Capital Acquisitions. The sale of the business saved 48 jobs.