The former chief operating officer at value fashion retailer Primark has today (15 March) started his new role as CEO at online fast fashion retailer Boohoo Group.

John Lyttle's appointment was announced in September, and comes as former Boohoo joint chief executives Carol Kane and Mahmud Kamani step aside. They will now assume the roles of group executive chairman and group co-founder and executive director respectively.

Lyttle joins boohoo following an eight year tenure as chief operating officer of Primark Stores Limited, a division of Associated British Foods Plc, and one of Europe's fastest growing and most profitable retail businesses. His earlier career involved senior roles at Matalan and the Arcadia Group.

Lyttle's appointment is described as a key constituent of the group's strategy to positioning for its next stage of its growth.

The Boohoo Group – whose brands include Boohoo, Boohooman, PrettyLittleThing and Nasty Gal – has seen exceptional growth over the past few years, with turnover increasing 24-fold from GBP24.5m in 2011 to GBP579.8m for the year ended 28 February 2018.

While the firm has benefited as the fast fashion market continues to shift online, it has also been among those retailers criticised by British MPs for an unsustainable fast-fashion business model whose low prices encourages over-consumption and generates excessive waste.

UK lawmakers rule fast-fashion model "unsustainable"