Farmer, who has been at Boots for eight years and is currently vice president and global retail own brand director, will join Shop Direct as group trading director in September.

In his new role, Farmer will oversee the online retailer’s buying, merchandising, design, sourcing, data intelligence, finance and trading division in collaboration with category directors and supply chain directors.

Farmer, who helmed a 155-strong team at Boots and previously spent 13 years at L’Oreal where he culminated as managing director for the Portuguese business, will report to retail managing director Sam Perkins in his new role.