Ally Fashion has appointed long-serving senior executive Anne-Marie Wade as its new CEO.
Emerging from the pandemic stronger and more focused, the brand is ready to further elevate its online offering, backed by Wade's leadership.
"After COVID-19, now I feel like I can tackle anything," she said.
"Through 2020, what emerged was the need for clarity of purpose and the opportunity to re-evaluate and redevelop our strategies.
"What set Ally apart during such a difficult period was owning our own supply chain. We are in complete control of our manufacturing which allowed us to respond to the unique circumstances of 2020.
"That saw an acceleration of our online growth, helped in large part by our customers turning to this channel because of lockdowns and uncertainty.
"While there will always be a bricks and mortar presence, the online growth we’ve experienced has taken off and will only continue to build over the next five years," she said.
Alongside the accelerated digital growth, the business is also set to expand its product offering, Wade adds.
"This is a very exciting era at Ally where we are redefining our visual language and expanding to include kidswear amongst other areas, and we will soon cater for everyone from young to established.
"2021 will see the opening of a New Zealand online warehouse and distribution centre, with retail stores to follow.
"Our major focus this year is to continue to build our online stores.
"Customer experience is imperative and increasing the quality of our fabric and standard of our end garment is such a critical thing for me.
"We will do this by continuing to really listen to and care about what our customer wants or requires.
"We are continuously re-investing into building our online style offering," she said.
Meanwhile, the business will continue its investment into its size-inclusive brand You & All throughout 2021.
"You & All has grown from strength to strength and we see this continuing through increased product choice for our customers," Wade said.
"The brand has been praised for its inclusivity and non-segregation of the curvy market and we intend to build on this success and hard won reputation," she said.
Wade takes up the CEO position after serving in a range of roles across the business over the past decade.
Most recently, she served as the National Operations Manager.