Simon Whitehouse has become chief executive officer at J.W. Anderson.

The newcomer will assist the 29-year-old designer - originally from Magherafelt, Northern Ireland - in managing the design, retail and sales teams at the label and J.W. is excited about hiring a dynamic young person to help expand the brand.

He said: ''I wanted someone who had a sales background and someone who could understand the needs of a small business and a younger team. The way in which he was speaking, I felt like I could trust and look up to him.''

This coincides with the launch of the company's first retail channel, which they hope will appeal to more customers.

J.W. told The Business of Fashion: ''I think people are more excited about [the website] than the show, which I think is brilliant because the show talks to the minority ... I want my sister who lives in Northern Ireland to know what we do, but not to be reading it in magazines, and talk directly to her because fundamentally that's the most important customer nearly.

''The fashion customer is good and you've got to speak to them to get it out, but I feel that the world is changing where you can talk to the audience in a very simple way because you are cutting out the fluff.''