The Perfume Shop has appointed Keran Fordham as its new commercial director.

Fordham has been promoted from buying director at the 243-store retailer after five years with the company.

She joined the business as buying controller in 2007 and in her new role she will now be responsible for the buying division, marketing strategy and e-commerce across the business.

The company, which is owned by Superdrug-owner AS Watson, said the appointment will aid its strategy for the divisions in her remit to “seamlessly” work together.

Fordham said: “Since joining The Perfume Shop over five years ago, I have seen first-hand how hard the entire business works to ensure we are market leaders and I am thrilled to have been appointed as commercial director.

“I am excited to help drive the business forward and continue to develop and grow our core values. We pride ourselves on having excellent customer service, a wide variety of brands at number of different price points as well as offering our staff and internal teams the opportunity to see how we impact the industry and feel part of The Perfume Shop family.”