Boden hires first global brand chief

penny 2Online and catalogue clothing giant Boden has appointed its first global brand director as it seeks to boost its operation in overseas markets.
The company has poached Isobar chief executive Penny Herriman (pictured) to oversee a team of 60. She is to report to CEO Julian Granville, and will work closely with Johnnie Boden, who originally set up the business in 1991 and remains chairman.
Her appointment follows impressive overseas results for the British brand, whose online sales now account for over 80% of the business. The company’s data strategy is spearheaded by Experian Marketing Services, which works across both digital and mail order channels.
Last year, it reported a year-on-year increase in group sales of 6% to £245.9m, with sales in Germany and the US up 21% and 9% respectively.
Herriman started her career at Leo Burnett in 1996 before moving to BBH, where she stayed ten years, ultimately becoming group business director. She was appointed chief executive of WCRS in 2008, and it is said was one of the driving forces behind Boden hiring the agency. Herriman joined Isobar in October 2011.
She said: “I’ve admired the Boden brand since its inception and am delighted to have this opportunity to help take it to the next level.
“This is a wonderfully ambitious and creative business, a British success story that has exported its success and subsequently already generates more than half its sales outside the UK. That is a great platform on which to build.”

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2 Comments on "Boden hires first global brand chief"

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  2. RT @DM_editor: Boden raids adland to appoint new global brand director http://t.co/827BetQfva #directmarketing #datamarketing #digitalmarke…

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