Nov 18, 2021
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Isawitfirst names Pateras new CEO

Nov 18, 2021

ISawItFirst has fast-tracked Greg Pateras to become its new CEO. The ex-Matalan chief executive only joined the fashion e-tailer in August and moves up as founder Jalal Kamani becomes chairman.


Pateras told Fashion Network: “I am extremely proud and excited to be given the opportunity to lead this high-growth business, working with supportive owners and a passionate team. We will continue to build on the good work to date and drive the business forward to help hit its ambitious targets.”

That means Pateras will continue with his quest to help the fast-growing business reputedly prepare for either a stock market flotation or sale. Annual sales for the business are already understood to be approaching £75 million as its high-profile sponsorship of TV show Love Island attracted new customers in droves.

The hugely experienced Pateras spent three-and-a-half years at Matalan, initially as chief operating officer, before being promoted to deputy CEO in 2019. He was previously chief financial officer of Shop Direct, (now The Very Group), and was key in helping transform the business from a loss-making catalogue retailer to a fast-growing pureplay fashion e-tailer.

The Pateras appointment as chief executive of ISawItFirst comes just a week after it emerged The Very Group exec Sam Perkins will take over at rival In The Style.

ISawItFirst was founded in 2017 by Jalal Kamani, the brother of Boohoo co-founder Mahmud Kamani. Jalal served as Boohoo’s trading director before resigning in October 2015, a year after the company floated on the stock exchange.

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