Matalan drafts in ex-N Brown retail boss for new exec role

Matalan has named former N Brown group retail chief executive Sarah Welsh as its new chief product, brand and commercial officer, effective March 10, 2025.

Welsh joins Matalan after leaving N Brown last month following almost five years at the business where she “transformed the group’s traditional catalogue offer” as well as moving the business towards “more agile footing”.

She was also previously managing director at Oasis and has held senior buying roles at the likes of Miss Selfridge and River Island during her career.

Matalan said she brings nearly 30 years experience of retail to the business across omnichannel, wholesale, franchise and ecommerce.

Matalan said Welsh will take responsibility for “putting customers at the heart” of its proposition moving forward and will focus on delivering quality and value, growing market share and broadening the fashion retailer’s appeal in her new role.

Welsh said of her appointment: “Matalan is a much-loved brand that puts customers firmly at the heart of the offer. The business has strong foundations and a fantastic team, and I look forward to driving Matalan’s transformation forward as we seek to deliver sustainable, profitable growth.”

Matalan executive chair Karl-Heinz Holland added: “Sarah has deep experience in driving transformation within retail businesses, and we are delighted to welcome her to Matalan.

“Her passion for the customer proposition coupled with her sharp commercial insight and extensive leadership experience makes her a great fit for our senior team.”

The news comes following rumours that Welsh may be joining Matalan as replacement for former chief executive Jo Whitfield.

Whitfield’s departure from Matalan was announced last October as she exited the business after just over 18 months in a bid to “pursue a portfolio career”.

Whitfield has since returned to Asda and joined its non-executive board, while a replacement chief executive at Matalan is yet to be announced.