In a statement Yoox added that Massenet would not be a member of the board of the merged group.

Matthew Lloyd-Bloomberg/Getty Images Natalie Massenet, founder and chairman of Net-A-Porter Ltd, pauses during an interview at the company’s head office in London on June 18, 2015.

On the eve of a massive merger between Net-A-Porter and Yoox, the fashion fairytale has hit a blip: Bloomberg Business has reported that Natalie Massenet, the founder of the much beloved e-commerce site, has announced her resignation.

Emails to Net-a-Porter were not immediately returned. The all-stock deal, which is expected to close this month, will create the world’s largest online luxury-goods retailer.

Industry insiders said the writing was on the wall as Massenet and Federico Marchetti, the head of YOOX who will lead the new company, had different personalities and were known for not getting on particularly well.

Yoox agreed to buy Net-a-Porter from Cie.

Massenet was the subject of a recent, extensive New York Magazine feature, in which she seemed to waver between staying at the company and imagining a possible future without her in it. The departure apparently happened right after Massenet got back from a vacation, a source “with direct knowledge of the matter” told Bloomberg. After the merger “we’re going to be the same, but bigger”, she said.

Massenet’s resignation comes in the same week LVMH named former Beats Music CEO and Apple Inc director Ian Rogers as its chief digital officer in a bid to accelerate its efforts online.