The appointment comes as MSHK, which has total sales of £80m across its Ministry of Sound, Euphoria, Global Underground and Hard2Beat brands, plans to bolster its branded merchandise ranges as well as its core music events.
Established in 1999, Hed Kandi was bought by MSHK in 2006 from Guardian Media Group Radio Holdings. The overhauled brand and ecommerce site, which will go live ahead of this summer's clubbing season in Ibiza, will use the label's ‘Access the fabulous' strapline. It will offer downloads and merchandise, such as prints, CDs and clothing.
The site is intended to have an ‘indulgent' look. It features community forums, an online art gallery and event information, allowing music fans to immerse themselves in the brand. Hed Kandi previously worked with digital agency Delete London.
MSHK Group has been bolstering its online activities following the appointment last December of Alia Formoy, from Match.com, as its CRM manager, and Chris Wallwork, from HMV, to manage its ecommerce business.
However, its plans suffered a setback when the Ministry of Sound's relaunched online store, Ministryofsound.com, was forced to close after its ecommerce provider, Trinity Street, went into administration in February. It has since been brought in-house.
MSHK put plans to launch a spin-off dating site, MyLollipop, on ice until the main site is up and running again. It will use this to generate data for targeted sales.
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