Natural beauty retailer Crabtree & Evelyn has restructured its management and will be led from London rather than the US as it refocuses the brand around its English heritage.

The retailer – whose US arm filed for Chapter 11 bankruptcy last month – has pooled strategy, creative, sales and marketing under UK chief Catie Callender, who has become global chief operating officer.

She reports directly to the retailer’s owner, Malaysian company Kuala Lumpur Kepong Berhad. She said: “London really is on the pulse in terms of creativity and we are an English brand so it just made sense.”

Crabtree & Evelyn has also hired a creative director, Kate Shaw, who moves from the same position at design agency Ziggurat Brands.

Callender said: “We want to take the brand back to its roots and make sure the heritage is kept intact while giving it a modern twist, and Kate will help us do this.” The retailer is continuing to expand this year and trade was strong in June and July, she said. “The next couple of months might be more difficult, but we have some strong launches and have worked hard on our proposition.”

There are opportunities to expand overseas, Callender added. India, China and Eastern Europe are all target markets. The retailer’s global operations are unaffected by the US arm going into Chapter 11.