Former Net-a-Porter VP Sarah Rutson Is Now The Collected Group’s (Formerly Known As Dutch LLC) Chief Brand Officer

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Back in January 2017, DM Fashion Book reported that Sarah Rutson exited Net-a-Porter after just a little over two years (see it here).

She joined the online retailer as the vice president of global buying in December 2014. In the two years since she was with the company, Net-a-Porter has grown considerably. It merged with Yook to create the e-Commerce giant – Yook Net-a-Porter Group – that is now set to launch in the Middle East by the end of 2017; it expanded its contemporary buy to bring in new brands and customers; it flourished Vetements into a luxury level.

Rutson was hired by Net-a-Porter founder Natalie Massenet, who resigned from the online fashion retailer in September of 2015, prior to its planned merger with Yook (see it here). In March 2017,  Massenet joined Portuguese international fashion website Far Fetch as the Non-Executive Co-Chairman (see it here).

The Net-a-Porter former vice president of global buying has finally announced her next move: she will help build an American fashion conglomerate. Today Thursday (July 27), Dutch LLC, which owns such contemporary brands as Equipment, Current/Elliott and Joie, has announced Rutson‘s newly appointed role as chief brand officer. The California-based company is also rebranding itself as The Collected Group in order to expand its portfolio across designer, beauty and lifestyle categories. Rutson, who will serve on the company’s executive team, will be responsible for evolving current brands, as well as seeking out new brands for The Collected Group to potentially acquire, in addition to strengthening relationships with new and existing international partners.

I’m thrilled with the prospect of repositioning The Collected Group’s current labels to achieve more relevancy in today’s market, as well as building a nuanced, diverse portfolio for the organization,” says Rutson in an official statement. “I’m especially looking forward to the curatorial aspect — and the unique approach to building a corporate holding outfit that will be the only one of its kind.”

Rutson joined Net-a-Porter from Hong Kong-based retailer Lane Crawford, where she had served as its fashion director for 21 years. Her business successes varied from launching a number of exclusive collaborations — its May 2016 capsule with Gucci — to investing in new labels like Vetements and Virgil Abloh‘s Off-White. She introduced more than 70 brands to Net-a-Porter‘s roster, including Prada and Demna Gvasalia‘s first Balenciaga collection.

The Collected Group‘s goal is to become the “market-leader in providing exceptional, highly relevant products for today’s evermore demanding global consumers,” as noted by the press release.

Photos Credit: Larry Busacca/Getty Images

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Donovan is the CEO and Editor-In-Chief of For all general inquiries please email Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.