DNA Lingerie, the lingerie retail business being developed by entrepreneur Theo Paphitis, has appointed former Schuh head of ecommerce Dan Lumb as ecommerce director and is expected to open its first stores in the spring.

The retailer - whose initials stand for Daywear, Nightwear, Anywhere - will launch a transactional website and open seven stores in March, with more to follow later in 2011, it is understood. The locations are not yet known.

DNA is expected to focus heavily on online sales but build a chain of 30 stores. Property agency Jones Lang LaSalle is searching for store locations.

Lumb’s appointment strengthens a management team that has so far seen a heavy raid on lingerie chain La Senza, the would-be rival that Pahitis used to own.

DNA buying director Debby Duckett, merchandising director Sue Finch and operations director Enda Kelly all previously worked for the chain.

Paphitis, who also owns stationer Ryman, bought La Senza for £1 in 1998 and sold it to private equity firm Lion Capital in 2006 for about £100m.

Lumb has been replaced at Schuh by Sean McKee, who has been promoted from the role of divisional manager. McKee has worked at the footwear retailer for 14 years.