Boden Eyes U.S., Digital Expansion With Key Hires – WWD

LONDON — Following the appointment of Glen Senk as govt chairman of Boden earlier this 12 months, the British model is shifting into excessive gear within the U.S., and on the digital entrance with a string of latest hires.

Michael Monday has been named chief business officer, reporting to Senk. Previous to Boden, Monday served as chief merchandise officer on the U.S. retail chain Arhaus, and senior vp of merchandising at Victoria’s Secret Pink.

He has additionally held senior roles with American style manufacturers Anthropologie and Free Folks.

Boden mentioned that as chief business officer, Monday will lead the product growth, moral commerce, merchandise planning and buying and selling features. He may also pursue Boden’s plans to broaden additional within the U.S., the place Boden has been buying and selling since 2002.

Boden mentioned worldwide gross sales now account for 65 p.c of group gross sales, and the U.S. is the British firm’s largest market.

Monday mentioned he’s satisfied that Boden “can develop considerably, particularly in worldwide markets such because the U.S., with its distinctive method to paint, design and high quality.”

Yale Varty, who has been appointed chief advertising and marketing officer, may also report back to Senk.

Varty was most just lately chief advertising and marketing officer for Hostelworld Group, the hotel-focused on-line reserving platform. Previous to that, he spent two years with Asos as international advertising and marketing director, unlocking new markets and buyer segments. Earlier than that, he labored for Accenture.

Varty mentioned Boden “has immense potential to develop and turn into acknowledged as a number one title in style. It’s a superb problem for any bold marketeer, and I’m trying ahead to the chance.”

Monday and Varty be a part of Elizabeth Binder, who was appointed chief product officer on the finish of 2020. She arrived from Burberry the place she served as senior vp of merchandising for 11 years.

Senk mentioned hiring Monday and Varty “represents an vital second for Boden as our future imaginative and prescient involves life. [We’re] trying to double the dimensions of the enterprise by growing our digital providing and increasing within the U.S. and different worldwide markets the place we’re seeing more and more excessive demand.”

Senk added, “With greater than 20 years of success in multichannel, vertically branded premium ladies’s clothes, Michael is completely positioned to play a pivotal position in Boden’s bold subsequent chapter. Moreover, Yale brings a wealth of expertise in reworking companies into digitally targeted operations.”

Boden launched as a listing enterprise in 1991 and is privately owned by its founder Johnnie Boden. The corporate mentioned it’s one of many biggest-selling U.Ok.-owned ladies’s attire manufacturers within the U.S.

In 2017, Boden opened its first bricks-and-mortar central London flagship shop on the King’s Road, though its enterprise is principally on-line and thru {the catalogue}.

Boden trades in additional than 60 international locations, together with France and Germany in addition to the U.Ok., and has 1,000 workers throughout all markets. | Boden Eyes U.S., Digital Enlargement With Key Hires – WWD


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