Boden has snapped up Burberry senior executive Ana Machado da Silva as its head of ecommerce.

Da Silva will join the online and catalogue fashion business next month, replacing director of ecommerce Sue MacMillan, who has left to spend more time with her family. She will report to Boden’s director of global marketing, Matt Hiscock.

She joins from Burberry where she was senior manager of business intelligence data. Before Burberry, Da Silva clocked up experience with another online player, working in programme manager and senior business analyst roles at Asos. She has also worked as account director at tech firm Acxiom.

A spokesman for Boden said: “Sue joined us in 2013 and did a great job of accelerating our transition from a catalogue business to a more digitally-oriented one. She left us in July 2015 to spend more time with her family and to enjoy life up in Scotland.”

More stores planned

Boden, which was founded by Johnnie Boden in 1991, last week laid out plans to open further stores in the UK and establish a bricks-and-mortar presence  in the US. It curerently operates one store in Hanger Green, west London.

In its recently published results, the retailer posted a 31% increase in profits to £32m for the year to December 31. Sales remained flat, increasing 0.7% to £280.7m.

During its last financial year, Boden said its French market performed strongly, with sales increasing 34% year on year. Its US arm also had a strong first half to June 2015, with a 13% increase in new customers.

The retailer recorded a 15% increase in unique visitors to its website to 23m in 2014, with online accounting for 90% of its sales.