The retailer's UK marketing will continue to be handled in-house, but the brand has confirmed it is looking to appoint international agencies in the next 12 months, to ensure that campaigns in overseas markets are 'culturally specific'.
It is unclear at present what the retailer's marketing budget is for its expansion, which will include entering France and Germany in 2011.
Positioned as an ‘accessible luxury’ retailer, My-Wardrobe.com launched in 2006 and is currently gearing up for its biggest marketing drive to date, following a £6m investment from Balderton Capital.
In the UK, My-wardrobe plans to roll out a heavyweight direct marketing, CRM, social media, affiliate, paid search and PR activity, and live events, as part of its acquisition and retention efforts.
The site has run CRM activity in the past, but is now focusing on a more comprehensive programme to drive loyalty. This will be handled by CRM manager Katie Palmer.
Balderton, which also has investments in Betfair and LoveFilm, confirmed its funding last week.