The new CEO of Australian fashion success story Ally Fashion, Anne-Marie Wade has a remarkably powerful approach to doing business.

“Our customers have actually delivered feedback that has changed the way we do business. We deliver on trend fashion but recently many in our community told us something had to change. A lot of customers want to dress in young and trendy clothes like their friends, but our Ally sizes didn’t fit them. A plus size range (You and All) was born and has shown us there is a genuine gap in the market waiting to be met. For me that’s proof business isn’t about ego. It’s always about what we can do to better serve our customers,” said Wade.

An overseas working holiday in London ignited Wade’s passion for fashion when she worked in visual merchandising for department store Debenhams on London’s Oxford Street. On her return to Australia, Wade began her career at Ally. Founded in 2001, Ally’s mission remains to provide quality, affordable and sustainable women’s clothing that reflected the biggest global fashion trends. Since its first retail store in Sydney, Ally has expanded to 150 stores across Australia and 12 You and All stores. The business is now a global online fashion destination delivering to over 70 countries worldwide.

“I’m lucky my progression has been quite smooth, and I have the Director (owner) of the business offering a mentoring and supportive role. I am known for my poker face and calm approach to most situations. I don’t give up unless all avenues are explored,” said Wade. “This is a very exciting era at Ally where we are expanding to include menswear and kidswear, and we will soon cater for everyone from young to established,” Wade says. “2021 will see the opening of a New Zealand online warehouse and distribution centre, with retail stores to follow.”

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