AllSaints has poached Zalando commercial director Nichole Strydom to be its new chief merchant.
Strydom, who starts on May 5, will lead the fashion retailer’s global merchandising strategy, ensuring its buying, merchandising and sourcing across all regions and channels are faster, bolder and smarter.
She will work closely with AllSaints chief creative officer Aaron Esh to support his creative vision with strong commercial execution to accelerate growth and the retailer’s continued international expansion.
Strydom brings more than 20 years’ experience in global fashion and retail. She joins from Zalando, where she has spent the last eight years and most recently served as commercial director.
AllSaints chief executive Peter Wood said: “Nichole is an outstanding commercial leader with a proven track record of driving performance across complex and fast-moving international retail markets, and her appointment is another important step in helping our brand continue to thrive for many more years to come.
“Her expertise will help us harness customer and partner insights, sharpen our execution and ensure our merchandising operating model delivers for our brand. I look forward to working closely with Nichole as we continue to drive AllSaints forward.”
Strydom added: “AllSaints has a distinctive creative identity and a strong global following. Retail is evolving rapidly as customer expectations change, and I’m excited to join the brand at such a pivotal moment.
“My focus will be on aligning commercial strategy with customer insight to drive sustainable growth, deepen brand affinity and support AllSaints’ continued evolution.”
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