Net-a-Porter Taps Devina Foley to Lead Americas Growth

Net-a-Porter Names Devina Foley to Lead Its Americas Business

Net-a-Porter has turned to a seasoned retail and e-commerce executive to steer its business in the United States and Canada. Devina Foley has been appointed president, Americas, and will take responsibility for shaping strategy and day-to-day operations across the region.

The move places a leader with more than two decades of experience at the helm of one of the most recognisable names in online luxury fashion. Foley will be based in New York and will report directly to Heather Kaminetsky, chief executive officer of Net-a-Porter.

A Career Built Across Retail and Digital

Foley’s CV reads like a map of modern American fashion commerce. She has spent over 20 years working across retail, merchandising and e-commerce, and has held senior leadership positions at a series of US fashion brands, including Bandier, Rockets of Awesome and Gilt. Earlier in her career she worked at Loft and Gap Inc.

That mix of traditional retail foundations and digital-first brand building is precisely what Net-a-Porter appears to be seeking as it looks to defend and extend its position in North America. The region remains one of the most competitive and valuable battlegrounds in luxury fashion, where established department stores, newer direct-to-consumer labels and resale platforms all compete for the same affluent shopper.

What the Role Involves

As president, Americas, Foley will oversee strategy and operations for the company’s US and Canada business. Her remit includes strengthening Net-a-Porter’s market position in a region where the luxury customer is sophisticated, well-informed and increasingly selective about where she spends.

Reporting directly to Kaminetsky keeps the Americas function closely connected to the group’s overall direction. It also signals how central the region is to the business, given that the role sits just one step below the chief executive in the reporting line.

Leadership Endorsement from the Top

Kaminetsky was explicit in her support for the appointment, pointing to the breadth of Foley’s background and her history of steering businesses through periods of change.

She described Foley as bringing an impressive breadth of experience and a proven track record of driving growth and leading businesses through transformation. In Kaminetsky’s view, that leadership and expertise will prove invaluable as the company continues to strengthen and grow its US business.

For her part, Foley said she was thrilled to join a brand that has long been at the forefront of luxury fashion and innovation. She added that she looked forward to working with Kaminetsky and the wider team to build on the brand’s strong foundation and to help shape its next chapter in the United States.

The Wider Context

Net-a-Porter was founded as an online luxury fashion destination and has become one of the defining names in digital luxury retail. It now forms part of LuxExperience, a multi-brand digital luxury group.

Operating within a group structure gives the Americas president access to shared capabilities, from technology and logistics to marketing and customer insight. But it also brings the challenge of standing out within a portfolio, particularly in a market as crowded as the United States.

Why the Americas Matter

The US luxury market carries outsized weight for any global fashion platform. American shoppers have embraced online luxury faster than many of their counterparts in other regions, and they expect a seamless experience across devices, delivery options, returns and client service. Canada, meanwhile, offers a smaller but highly affluent customer base with its own retail dynamics and expectations around cross-border shipping and duties.

Getting this region right requires more than marketing spend. It demands strong merchandising instincts, close relationships with brand partners and the operational discipline to deliver a premium experience at scale. Foley’s background, which spans buying and merchandising as well as e-commerce leadership, aligns with those demands.

The Transformation Angle

Kaminetsky’s reference to leading businesses through transformation is notable. The luxury e-commerce sector has spent recent years navigating shifting customer habits, pressure on discretionary spending and a wave of consolidation. Brands that once competed purely on curation are now judged on personalisation, sustainability credentials and the speed and reliability of their service.

A leader who has worked across both legacy retailers and younger digital-native brands is well placed to bridge those worlds. Foley’s experience at Gap Inc and Loft gives her insight into large-scale retail operations, while her time at Gilt, Rockets of Awesome and Bandier speaks to the agility and brand-building instincts that newer fashion businesses require.

What Comes Next

Foley’s appointment is effective as she takes up the post in New York, working alongside Kaminetsky and the executive team. The immediate priorities will be familiar to anyone who has led a major market for a global platform: sharpening the offer, deepening customer relationships and finding growth in a sector where loyalty is hard-won.

For Net-a-Porter, the calculation is straightforward. The Americas remain too significant to treat as a satellite operation. By appointing a president with both retail pedigree and digital fluency, the company is betting that focused regional leadership will translate into stronger traction with American and Canadian shoppers.

The coming seasons will show how quickly that bet pays off. In luxury fashion, where the customer notices everything, the details of execution matter far more than the announcement itself.