Boden brings in former Tesco chief Easterbrook as CEO

bodenOnline and mail order group Boden has drafted in former Tesco chief customer officer Jill Easterbrook as chief executive, as the company attempts to reverse declining sales.
The company, which was set up by Johnny Boden in 1991 as one of the mail order firms to target the middle-classes, reported a downturn in pre-profits last year, down from £32m to £23.9m in the year to December 31, 2015. Sales edged up however, from £280.7m to £283m.
The retailer is now building a bricks-and-mortar presence. Easterbrook takes over from Julian Glanville, who is moving to executive chairman.
She started her career as a management consultant at Cap Gemini Ernst & Young before moving to Marks & Spencer in a merchandising role. Easterbrook joined Tesco as business development director in 2001 and went on to hold numerous roles at the supermarket, including group strategy director, managing director for clothing, and chief customer officer, before switching to group transformation director. She left in December 2015.
tesco woman easterbrookEasterbrook, who will take up her new role on February 27, said: “I have long been a fan and customer of Boden. I am very pleased to be joining such an exciting and dynamic brand and look forward to continuing to build on the success the business has already achieved.”
Boden, who remains creative director, added: “I am delighted to welcome Jill to Boden. She’s going to be fantastic at this job and I can’t wait for her to start.”

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