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Institchu names new tech lead ahead of mobile relaunch

InStitchu investor and executive director Adam Dong has been given a new role as technology lead, which will see him become more actively involved in the online business.

Dong will be responsible for ramping up the company’s technology efforts as it looks to fuel growth and innovation.

He will focus initially on revamping the mobile experience and custom suit and shirt design tool. He will also work on innovation in the physical showrooms to enhance the customer experience.

Although customers are able to order made-to-measure suits completely online, there are multiple showrooms in Australia, New Zealand and the US, and technology plays a central role in the in-store experience.

Showroom stylists use the website to transact and create profiles for all customers, providing a seamless brand experience.

Before joining InStitchu, Dong was the co-founder and former CEO of Oneflare, an online marketplace that connects people and businesses, from plumbers and electricians to pet groomers.

“Adam is experienced in building successful e-commerce platforms from the ground up, and uniquely qualified to help us aggressively pursue further innovation and cement InStitchu as a global household name in the custom fashion industry,” said James Wakefield, co-founder and managing director of InStitchu.

“He will play a critical role in developing the InStitchu platform so that we can continue to deliver an exceptional customer experience. We are so pleased to have him onboard to fast track our technology leadership.”

Dong said he will be focusing in the short term on scaling existing technology and platforms, as well as taking the product to the global market.

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