Run your premium
brand ecommerce
like a flagship.

Supporting fashion and lifestyle brands that need senior ecommerce ownership — across strategy, growth, operations and technology. Embedded in the team, or brought in for a specific challenge.

Book a conversation
7+ years in ecommerce

Built inside premium fashion, culture and digital-first businesses.

Working across fashion, culture and digital-first businesses, where the website has to perform commercially while staying true to the brand.

Board member, ecommerce TALENTS programme, Fédération Française du Prêt-à-Porter Féminin.

Digital commerce

Y-Project

Luxury fashion ecommerce within an internationally distributed fashion house.

Head of ecommerce

Satisfy

Global ecommerce leadership across strategy, commercial performance, operations and technology for a rapidly growing premium running brand.

Commerce & digital

Highsnobiety

Experience at the intersection of editorial, culture, fashion and commerce.

Strategy & ecommerce

Sesame digital

Strategy work supporting brands navigating growth, platforms and international ecommerce.

Basketball hoop against a dusk sky
What’s wrong with my brand ?

As brands grow,
ecommerce stops
being a channel.
It becomes an
operating system.

More markets. More technology. More people. More agencies. More data. More dependencies. More decisions.

At a certain point, the website itself is rarely the problem.

The harder part: aligning brand, merchandising, technology, operations and commercial priorities.

That's where I come in.

Let’s talk about it
How to improve my brand ?

Surround yourself with expertise

  1. 01

    Ecommerce strategy & leadership

    • Strategy
    • Annual planning
    • Team & agency structure
    • Trading model
    • Leadership transition

    Working out what matters, what doesn’t, and where the team should focus next.

  2. 02

    Growth & customer experience

    • Conversion
    • merchandising
    • retention
    • customer journey
    • analytics
    • growth planning

    Looking beyond traffic and acquisition to find what's really holding growth back.

  3. 03

    Platform, stack & data

    • Shopify
    • rebuilds
    • PIM
    • search
    • CRM
    • integrations
    • architecture

    Making sure technology supports the business, rather than getting in its way.

  4. 04

    Operations & delivery

    • Processes
    • ownership
    • launch workflows
    • trading cadence
    • cross-functional delivery

    Building an operating model with clearer ownership, better processes, fewer things falling through the cracks.

  5. 05

    Cross border & localisation

    • Market expansion
    • localisation
    • payments
    • cross-border
    • market operations

    Helping brands expand without multiplying complexity market by market.

How to work together ?

Inside the team or alongside it.

Freediver descending in deep blue water
01 · Ongoing / fractional

Embedded ecommerce leadership

Stepping into the business as the senior ecommerce lead, close to the team and the decisions.

Mountaineer climbing a snowy ridge
02 · Scoped / advisory

External consulting engagements

Focused support around a specific challenge, transition or strategic priority.

The flagship principle

The flagship
principle

Most brands treat ecommerce as a channel. It should be treated as a flagship.

A flagship gets constant attention — how it looks, feels, and runs.

Yet the website, where most customers actually meet the brand, rarely gets that same care.

Good ecommerce leadership closes that gap: brand, merchandising, technology and operations working as one experience — one that feels right and performs.

Lets talk about it
Portrait of Chen Teboul
About

Operator first.
Consultant second.

I'm Chen Teboul, an ecommerce leader based in Paris.

I started in retail and trained in design before moving into digital commerce. That combination still shapes how I work: commercial performance matters, but so does whether the product is presented properly, whether the experience makes sense to a customer, whether the operation behind it actually works, and whether the technology is helping rather than getting in the way.

Over the past 7+ years I've worked across SATISFY, Y/PROJECT, Highsnobiety and SESAME Digital, operating between brand, technology, operations and growth.

Today I bring that experience to a small number of premium fashion and lifestyle brands — either inside the team or alongside it.