The former global brand director for Boden, Penny Herriman, has joined high street fashion retailer White Stuff as customer director.
Herriman resigned from Boden in July 2018 after five years leading its marketing and brand overhaul. She also spearheaded its wholesale partnerships strategy, establishing tie-ups with Nordstrom in the US and John Lewis in the UK.
Prior to working at Boden, Herriman spent over twenty years working agency side, and latterly running digital shop Isobar as chief executive.
At White Stuff, she will sit on the executive team and report directly to chief executive, Jo Jenkins.
Jenkins said: “Penny’s reputation and proven track record demonstrates her passion for driving customer-centric brands. Her wealth of experience in leading business transformation will be a huge asset in driving our growth and ensuring our brand is highly exciting for our customers at every touchpoint."
It comes at a challenging time for the business, which saw sales plummet 6.2% to £144.1m for the year ending April 2018. Retail sales were down 10.9% over that period which online sales saw a rise of 3.5% as it struggled with a “test and learn product strategy” amid difficult trading conditions.
However, since joining from M&S in early 2018, Jenkins has been slowly overhauling her exec team, bringing in a new merchandise director in M&S’ Tracey Verghase, and investing in its website and product development as she looks to turn its fortunes around.