Not On The High Street has announced the appointment of technology entrepreneur, Tamara Lohan, to its board. Lohan, who co-founded the boutique hotel website, Mr & Mrs Smith, will join Not On The High Street as non-executive director this month.

Lohan set up the online travel business with her husband in 2003, and now has 1.5 million members worldwide. She now has responsibility for evolving the company’s digital infrastructure as well as overseeing the development of its sister brand Smith & Family – a family-friendly travel website.

Both Lohan and her husband were awarded MBEs for services to the British travel industry in 2014.

Lohan is also a mentor for a number of UK start-up companies and speaks on a range of topics including the future of work, technological innovation and women in business. 

“As a female entrepreneur I’ve always had a natural affinity with female-founded notonthehighstreet.com,” said Lohan. “I am a strong advocate of the work the company does to promote and support small creative businesses and female entrepreneurs and, as a customer, I’m a huge fan, having used the site many times to find gifts.”

She continued: “There are many similarities between the notonthehighstreet.com and Mr & Mrs Smith businesses, with both sites providing a platform for small independents to connect with millions of customers around the world. I’m very much looking forward to joining the board and using my experience to contribute to the company’s future development.”

Not On The High Street – which today works with 5,000 small creative businesses, 90% of them run by women – recently highlighted the 50% increase in female self-employment in the last decade and record levels of two-parent working families, as well as the £3.6 billion contribution the nation’s small creative business sector makes to the UK economy.

Simon Belsham, CEO of Not On The High Street, added: “We are very excited that Tamara is joining the board, which will be further strengthened by her first-hand experience growing a highly successful online start-up. Tamara brings with her a wealth of eCommerce knowledge, which, combined with her passion for supporting small, independent businesses and her deep understanding of tech-powered consumer brands, will add real value to the business.”