Online menswear retailer Institchu has appointed Adam Dong, startup entrepreneur and co-founder of online marketplace Oneflare, to lead the company’s technology innovation.

The former chief executive of Oneflare, which secured a $15 million investment from Fairfax Media’s Domain Group, will be responsible for directing the relaunch of InStitchu’s mobile platform and technology behind the company’s physical showrooms and customer experience.

As an executive director and investor in the online tailor, the company said Dong will be ramping up technology efforts at InStitchu.

“Adam is experienced in building successful e-commerce platforms from the ground up, and uniquely qualified to help us aggressively pursue further innovation and cement InStitchu as a global household name in the custom fashion industry,” said James Wakefield, co-founder and managing director of InStitchu.

“He will play a critical role in developing the InStitchu platform so that we can continue to deliver an exceptional customer experience,” he said.

In the short term, Dong said he will be focusing on scaling existing technology and platforms, as well as taking the product to the global market.

“InStitchu is an iconic and market-leading Australian fashion brand reshaping the menswear retail industry,” Dong said.

The menswear e-tailer recently opened a new concept ‘micro-showroom’ at Greenwood Plaza, North Sydney CBD.

The showroom is InStitchu’s first shop front, looking to directly target a walk-in market traditionally dominated by other off-the-rack offerings.

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