Direct-to-consumer womenswear brand Beyond Nine has appointed former AllSaints executive Liam Price as its first Chief Executive Officer as the business prepares for its next phase of growth.
Price joins from AllSaints, where he served as Global Ecommerce Director, bringing two decades of experience across fashion retail and digital commerce. He has also held senior roles at FatFace and Oasis, specialising in scaling premium lifestyle brands and digital transformation.
The appointment marks a milestone for Beyond Nine, which was founded by Naomi Raybould in 2017 and has since grown into a self-funded womenswear brand focused on versatile clothing for women at every stage of life.
Commenting on his appointment, Price said: “I’m delighted to be joining Beyond Nine, supporting Naomi in her vision to create feel-good clothing for all stages of womanhood.
“With an impressive Instagram following, a fiercely loyal customer base and consistent year-on-year growth, Naomi and the team have built something truly special. Now feels like the perfect time to join and support the brand through its next phase of growth.”
Founder Naomi Raybould added: “We’re delighted to welcome Liam to Beyond Nine. He brings a wealth of expertise that will be invaluable as we enter this next phase of growth, and we’re confident his experience scaling premium lifestyle brands will help us build on everything we’ve achieved so far, while staying true to the values that got us here.”
Founded during Raybould’s second pregnancy, after she struggled to find clothing that suited her style, Beyond Nine has grown from a self-funded start-up selling just two jumpsuits into an international direct-to-consumer womenswear brand with a team of 25.
The brand has built a loyal following through its focus on versatile clothing designed to be worn during and after pregnancy. The business, which remains self-funded and has not taken external investment, reported 48% year-on-year growth and continues to expand internationally.