Quirky fashion retailer White Stuff has hired former Superdrug boss Jeremy Seigal as its new chief executive, replacing Sally Bailey who departed the business last week.

Seigal, who was chief executive of Superdrug parent AS Watson Health & Beauty UK, where he left last January, took the reins of the fashion retailer this week.

He co-founded the Perfume Shop in 1992, which AS Watson acquired in 2005.

White Stuff chairman Debbie Hewitt said: “He has extensive general management experience of the retail sector and a strong track record of developing multi-channel businesses, bringing a strong customer ethos to the core of the businesses that he has worked with.

“His experience will enable him to make an immediate contribution to the company.”

Seigal said: “It is an honour to be leading the business through this next phase of its development and I am looking forward to working with all of the White Stuff team to build on the values laid down by the founders George Treves and Sean Thomas and the growth led by Sally Bailey over the last nine years”.

Bailey revealed she was to step down to pursue other opportunities last October. She has grown sales from £14m to £100m during her White Stuff tenure.

Seigal joins the fashion retailer as it returns to form. Sales surged 11.4% over the Christmas period and online revenue rocketed 52%.

The 85 store retailer is now forecasting “significant” double digit profit growth in its current financial year to the end of April, according to former boss Bailey.

This comes after an 81% plunge in pre-tax profits to £2.8m in the year to April 2012 as it was hit by government austerity measures as well as an IT systems overhaul which caused “considerable disruption” to the business.