Marks & Spencer kidswear boss moves on to White Stuff

Dimitriu, who has run the kidswear business for three years and been at Marks & Spencer since 2020, is joining White Stuff as product director. She has been succeeded on an interim basis by Charlotte Davies, who takes on kidswear in addition to her role as lingerie director.

Dimitriu’s departure came at a time of wider change in M&S’ fashion, and home and beauty leadership team following the arrival in January of Jag Weatherley as transformation director, Jon Rolls as commercial director and Paula Bricks as retail director.

Kidswear is an imporant category for M&S because of the potential it brings to further ambitions to draw in more family shoppers.

Last summer Dimitriu said that updated and stylish kidswear product and the launch of M&S’ baby club for members of its Sparks loyalty scheme had helped the retailer achieve its highest market share in kidswear in more than a decade.

Changes introduced during Dimitriu’s tenure include the launch of a one-year guarantee on all children’s clothing, which was described as M&S “leveraging its market leading position in quality to grow market share in kidswear”.