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chui yen Li


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About me

A passionate and creative buyer with multiple product experience. Ranging from apparel and non-fashion areas such as gifts, stationary, home, toys, books and baby hard goods. Understanding of print, embroidery and embellishment applications. Ability to manage a variety of ranges simultaneously and relishes working with different product areas. Driven and inspired by product yet able to be commercially focused with successful sales to date. Achievements in delivering margin gains through effective sourcing, reviewing development and production stages and critical path. Specialties include identifying and maximizing opportunities, good eye for successful products, collaborative management skills and strong product development knowledge. Skills are transferrable and open to discuss any exciting opportunities:


  • Apparel
  • Accessories
  • Buying
  • Product Development
  • Kids

Work history


Accessories Buyer


Sep 2015 - Mar 2016
  • Managed soft accessories department, with 2 direct reports.


Project Coordinator

Modular Garden

Jun 2015 - Sep 2015
  • Interim position at a leading landscape design business.


Toys & Books Buyer

Marks and Spencer

Mar 2014 - Mar 2015
  • Managed multiple ranges on a department with an annual turnover of approx. £20m: under 3 and 3+ toys, plush, new born, pocket money, wooden toys, seasonal toys, character, craft, science and books. Temporarily managed Baby Hard Goods area for 8 months alongside Toys and Books.


Kids & Baby Buyer

Cath Kidston Ltd

May 2010 - Mar 2014
  • Responsible for babywear and accessories, Kids nightwear, childrenswear, footwear, accessories, toys, and homeware.



BA(Hons) in Fashion Design with Marketing, Promotion MA

University of Huddersfield

Jul 1997 - May 2001