Natalie Massenet Joins Farfetch as Co-Chairman Nearly a year and a half after her departure from Net-a-Porter, Natalie Massenet has confirmed she is joining fashion e-commerce platform Farfetch as co-chairman. LONDON, United Kingdom — Natalie Massenet is joining Farfetch, putting her in direct competition with the Net-a-Porter, the fashion e-tailer she founded in 2000. In an announcement first made on Instagram on Tuesday, Massenet announced that she would be taking up the position of non executive co-chairman at the fashion e-commerce platform, effective immediately. The news comes nearly a year and a half after Massenet’s surprise exit from Net-a-Porter ahead of its merger with Italian rival Yoox. In her new role, Massenet will help Farfetch to develop its brand, a weakness for the platform player and one of the areas in which Net-a-Porter excels. Farfetch connects consumers with a curated global network of luxury boutiques and brands. The company is what founder José Neves describes as “omnichannel out-of-the-box,” meaning that partners can leverage the platform to link online inventory with inventory in their physical stores and deliver services like click-and-collect and in-store returns. “First of all, I’m so excited to be jumping back in. This is the space I know and love. For me it is about — and it always have been — celebrating fashion, serving the consumers and following the consumers,” Massenet told BoF in a telephone interview. “When I started working in the internet space, I was excited because the consumer was about to start shopping on a desktop. And I am just as excited today about what the consumer is going to do next. To me, it is a continuation, but it is a continuation with a brilliant new partner.” “The landscape has changed so much in e-commerce over the last 20 years. In order to succeed in e-commerce today you have to be more of a platform. And rather than starting something from scratch, it’s much better to join the expert in the area,” she added. “It’s always about teamwork, and I cannot wait to work with Jose on this,” she added. “I took a long way to decide what I want to do, and I have looked at a lot of opportunity. And this is the one.” Read more here: