“When people are ready to move up, there’s loads of opportunity. We promote from within and many team members have moved sideways or upwards and also across to other brands.”
Why boohoo group? What makes it different?
Being a pure play and the speed at which we operate. The Group’s mentality is test, learn, optimise, repeat. That is the ethos of everything we do, whether that’s product, digital, customer comms, or social media. This philosophy is apparent in every department. Other businesses elongate the process – they can’t react quickly. We don’t work that way. Everything is fast here. It’s all about the pace: we learn what works and what doesn’t, and we move on quickly. No one works like we do.
What led you here, and what keeps you here?
For me, it was all about coming to a pure play where there’s investment, agility and a willingness to learn. It’s clear that retail – and especially fashion – is moving more online, and the Group is a disruptor and leader in this space. The Group really invest in our brands, fuelling their global growth and expansion. Well loved, heritage brands are being transformed and made even better. The wholesale strategy is also driving growth in new territories and markets which boosts brand awareness. The Group leads from the front and that’s inspiring.
What’s your vision, strategy and leadership style?
My vision is global presence of Dorothy Perkins, Wallis and Burton by being the best we can be within our markets. We need to re-set the UK and grow from this. We’ll do this through investment in the brands, use of the test and repeat model and by onboarding new initiatives effectively. We need to embrace the opportunities that come with being part of the boohoo group. We have great heritage and, now that we are part of the fast-thinking boohoo world, the possibilities are endless. It’s exciting.
As a leader, I’m quite hands-on and make sure I communicate with the teams at every level. I lead by example in all things. I encourage pace and energy as our model is hourly not weekly. We have a board who want results and I filter those messages through to my teams so we can achieve our goals. I meet every new starter, so I can learn about new team members and also how I can help them. I believe in creating an open forum and having fun along the way. I embrace the experiences new people can offer, including those outside the world of clothing and fashion. Everyone brings something different to the table – we welcome new ideas and fresh perspectives.
Why should top talent join us? What’s in it for them?
We have 13 brands across the Group currently, which means plenty of scope to move around the business. There’s so much variety to experience and learn from, and there’s always the chance to work collaboratively. We’re based in Manchester, which is a hub for clothing and tech, and also in heart of Soho in London. We have no hierarchies; everyone is approachable. When people are ready to move up, there’s loads of opportunity. We promote from within and many team members have moved sideways or upwards and also across to other brands. We’re a global business, but there’s a closeness – we’re a family. We get on well and all the brands can learn from and support one another. There’s investment to make us stronger, whether that’s in our people, our culture or our brands.