Boden has turned to the advertising sector to hire its first global brand director as it looks to accelerate its international expansion.
Penny Herriman, who was previously chief executive of digital marketing agency Isobar, will lead the global development of the Boden brand.
Overseas sales already accounts for more than half of Boden’s sales.
Herriman, who starts in the autumn, joins the home shopping retailer’s board and will lead a team of 60 staff.
She has over 20 years experience in creative advertising agencies and worked with Boden on a project in her previous role as chief executive of WCRS. She has also worked with Unilever, Levi’s and Vodafone in the past.
She said: “I’ve admired the Boden brand since its inception and am delighted to have this opportunity to help take it to the next level. This is a wonderfully ambitious and creative business, a British success story that has exported its success and subsequently already generates more than half its sales outside the UK. That is a great platform on which to build.”
Boden chief executive Julian Granville said: “Penny has a great track record in creating successful global brands; she has real passion and lots of ideas. We can’t wait to work with her.”
Last year Boden’s sales jumped 6% to £245.9 million, with German and US sales up 21% and 9% respectively.