Centra has announced it will welcome Sara Laurell as its new CEO in August.

Taking the helm at the specialist fashion and lifestyle ecommerce platform, Laurell will replace its current CEO & Co-Founder, Martin Jensen. Jensen will become its Chief Product Officer, where he’ll focus entirely on advancing product strategy and AI innovation, Centra said in a LinkedIn post.

“My focus will be on taking our technology to the next level,” Jensen said, as he looks to ensure “Centra remains the most innovative and reliable commerce platform in the industry.” This will involve “doubling down” its focus on AI, which Jensen said is “already transforming how commerce is built, scaled and experienced.”

Laurell brings both deep fashion and retail insight to Centra, having worked at consulting firms Bain and McKinsey previously, as well as experience of driving innovation and growth at Sweden’s iconic lingerie brand, Twilfit, where she was formerly CEO.

“The potential to shape the future of fashion commerce is enormous,” said incoming CEO, Laurell. “I look forward to working with our team to drive growth and help brands scale globally.”

The appointment comes off the back off continued momentum for Centra, having announced H&M will take a minority stake in its business earlier in May. H&M’s investment will accelerate Centra’s growth and innovation, solidifying its position as the market-leading platform in fashion commerce. With this new investment, Centra will continue optimising its platform and accelerating R&D efforts across its direct-to-consumer (DTC), fashion wholesale (B2B) and omnichannel capabilities.