Welch said: “As one of Boohoo’s early hires, Kelly has developed significant experience growing profitable fashion retail brands internationally, which led her more recently to taking over the running of Nasty Gal after Boohoo acquired it, where she split her time between the UK and the US. I am very excited to have her heading up the growth plans for Atterley, she’s a superstar hire for us.”

In a LinkedIn post, Byrne commented: “Now to work alongside the awesome team at Atterley.com in growing another fantastic brand to the next level and making it a household name.”

Last year, Atterley secured an additional £3 million in new funding to expand the business internationally, with a particular focus on the US. And as its new growth officer, Byrne’s experience in expanding the LA-founded Nasty Gal brand internationally will underpin its ambitions.

The business enjoyed strong growth during the pandemic as consumers shifted their fashion-buying focus online, and the retailer is now attempting to build on that success that saw sales grow 200% in its Q1 trading period.