Buro Global makes key retail tech appointment

Buro Global continues to build the senior leadership team with the appointment of Reena Prashar as global digital director of Buro 24/7.


Reena Prashar - Buro Global

Her appointment will support the UK launch of the luxury digital destination and its bid to become a leading platform for the affluent millennial.

Described as a “retail tech trailblazer”, Prashar is responsible for the product proposition, platform development and user experience design for the new UK site, which launch later this year. 

The company already has a presence in 11 countries and four continents around the world, including Croatia, Kazakhstan, Malaysia, Mexico, Middle East, Mongolia, Ukraine, Russia, and Singapore.

“It’s such an exciting time to be in the luxury digital publishing space – with strong tech and content credentials, the tools are there to provide a mobile-first generation with what they want,” Prashar said. 

“Key to this is producing great content that offers a step-by-step immersive experience. With instinctive technology, the aim will be for Buro 24/7 to become a seamless part of millennials’ everyday life.”

She has solid credentials in ecommerce and mobile development. She spent seven years at Asos, where in her role as head of product and digital strategy she was responsible for delivering internationalisation, mobile web and the first series of mobile apps.

She also consulted for Nails Inc and worked as global digital director at Boutique 1, the UAE’s first high-fashion multi-brand concept. Most recently, she was chief digital officer at The56.com and Thevault56.com.

“Reena’s track record of combining creativity, technology and a customer-centric approach is perfectly aligned with our strategy for Buro 24/7 to act as luxury brands do and disrupt the luxury publishing category,” said Nick Smith, CEO of Buro.Global.

Her appointment follows that of Kate Stephens as editor-in-chief and global editorial director, Sophie Beresiner as beauty & style director, and Natalie Hartley as fashion director.

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