Boden has snapped up former Ralph Lauren director Phil Lewis to oversee the fashion retailer’s online business.
Lewis has been appointed to a newly-created role at the online and catalogue retailer as its director of digital experience.
Lewis, who will take on his role with immediate effect, spent three years as senior director of product management and ecommerce at Ralph Lauren.
A spokeswoman for Boden said Lewis’ remit is ”to overhaul the Boden digital experience so that customer gets a highly engaging brand experience.”
Lewis will report into the fashion retailer’s director of operations Ben Dryer and will work closely with its brand director Penny Herriman.
Herriman said: “We aim to provide the customer with a brilliant brand experience at every point and this new appointment will further strengthen this area of our business.”
Lewis is not Boden’s first hire from a luxury retailer – the online and catalogue retailer poached Burberry senior executive Ana Machado da Silva for its head of ecommerce role in September.
The retailer, which reported a 31% surge in full-year profits last September, said it had plans to expand its bricks-and-mortar presence in the UK and US.
The fashion retailer is also on the look out for a new chief executive following the announcement that Julian Granville, who has held the role for 18 years, plans to become deputy chairman once a replacement is found.