Debenhams Group has appointed former Asos director Nikki Tattersall to the role of chief product officer to boost the ongoing turnaround of the fashion giant’s youth brands, Retail Week can reveal.
Tattersall will lead the product strategy across the youth fashion brands, which include Boohoo and PrettyLittleThing, focusing on sharpening their offer and building distinct personalities.
Debenhams said the appointment is a “key step” in building on the turnaround progress it has made in its youth brands. The group has focused on deepening customer engagement and evolving the product offer, alongside the rollout of the group’s marketplace model, to drive profitability.
Tattersall was previously buying director at Asos, where she spent 15 years in its buying and product teams across own-brand and third party.
Prior to that, she spent four years at TK Maxx and more than three years at Tammy.
Debenhams Group chief executive Dan Finley said: “Inspiring our customers with products we know our customers will love is at the heart of our strategy and Nikki brings exactly the experience we need to do this.
“She has a real instinct for what customers want – and what they don’t even know they want yet – with a strong track record of discovering and building brands that resonate at scale.
“As we continue to build on the strong progress across our youth brands, her leadership will be key to taking our product offer further, strengthening each brand’s identity and deepening our connection with customers.
“The group has real momentum behind it, and this is an important step in accelerating that further.”
Tattersall said: “I’m excited to be joining Debenhams Group at such an important moment. These are brands that pioneered how we shop for fashion online and have played a big role in shaping how young women discover fashion, express who they are and who they want to be.
“There’s a real opportunity to build on that and continue that momentum with a new generation of customers while maintaining their already strong following.
“The focus now is on continuing to understand the customer, getting even closer to what they want, and building on the strong foundations already in place with ranges that feel fresh, distinctive and right for them. I’m looking forward to working with the teams to take these brands into their next chapter.”
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