This year Wyse London has appointed Kara Groves as the brand’s new Chief Executive Officer. In this role, Kara will be responsible for driving the brand’s direct-to-consumer business in the UK whilst also looking to expand further in the US market.

Through a commercial and operational lens, Kara brings over 15 years of Executive experience having held senior roles with premium/lifestyle brands who have excelled by having a strong affinity with their customer's needs. Kara proudly held the role of Chief Commercial Officer at Joules for over 7 years until 2018, spearheading a threefold increase in turnover through an expansion of the lifestyle brand’s product offering across many routes to market (including the US).

Following her stint at Joules, Kara was appointed Chief Operating Officer at Mint Velvet where she was tasked with reshaping the brand’s store portfolio and international expansion.

Most recently, Kara held the role of Chief Executive Officer at B-Corp baby brand Bambino Mio, focusing on the purpose driven brand’s repositioning and was responsible for reinvigorating growth and sales pipelines.