IT is the name that never was – and most would agree better for it. Natalie Massenet has revealed that she initially wanted to call Net-A-Porter “What’s New Pussycat?”

When the entrepreneur – and BFC chairman – first started out, she was riding the crest of the Pashmina trend wave, selling her friend’s imported scarves online. As the business grew and she moved towards building a more comprehensive edit of products, a name was needed and her initial idea was quickly vetoed by a steely solicitor.

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