All Saints appoints new ecommerce director

All Saints has appointed Liam Pryce as its new ecommerce director.

Pryce joins All Saints after working for four years with FatFace as a digital director.

During his term at FatFace, Pryce supported the migration of its operations to Next Total Platform.

Throughout his retail career, he also worked with several other brands such as John Lewis and Partners, New Look, Warehouse Fashions, L.K.Bennett and Oasis Fashion.

In a LinkedIn post Pryce said: “I’m really excited to announce I’ve joined the amazing team at AllSaints and John Varvatos as Global ecommerce director. The team has been so welcoming and I couldn’t be more excited to be part of these iconic brands.”

In a previous post he added: “After nearly four incredible years, my journey at FatFace is sadly coming to an end. Over the past few years, the business has gone from strength to strength, and I’m immensely proud to have played a small part in that success. I’m now excited to see what’s next for this fantastic brand as it enters a new chapter.

“A huge thank you and big shout-out to my team for your resilience, dedication, and hard work—you’ve been instrumental to our success and should be very proud of everything we’ve achieved. With change comes new opportunities, and some of my talented team members are now exploring their next steps. If anyone in my network is looking for e-commerce expertise on the South Coast, please reach out—I’d be happy to make introductions. A special thank you to Mark Wright, for your continued support, leadership, and guidance. You’re awesome.”