Follow us


Boden appoints ex-Tesco director as CEO

Lauretta Roberts
12 February 2017

Boden, the quintessentially British online and mail order fashion brand,  has appointed former Tesco director Jill Easterbrook as CEO.

The appointment, which has come as a surprise in the retail sector, has resulted in a reshuffle of the top roles at the business. Former CEO Julian Glanville has stepped into the role of executive chairman while founder Johnnie Boden becomes creative director.

Easterbrook held several high-profile roles at Tesco during her 15-year tenure, including managing director UK and ROI clothing and chief customer officer; latterly she was business transformation director, following the appointment of Tesco CEO Dave Lewis who undertook a radical overhaul of the business, but left in early 2016. Since July 2015, she has also been non-executive director at Auto Trader.

She will join Boden next month and, according to Retail Week, Boden said he "can't wait" for her to start, while Easterbrook added: "I have long been a fan and customer of Boden. I am very pleased to be joining such an exciting and dynamic brand and look forward to continuing to build on the success the business has already achieved."

Boden's last filed accounts for the year ending December 2015 showed profits of £23.9m (down from £32m on the prior year) on marginally improved sales of £283m.

The brand, which is a favourite of the so-called "yummy mummy" tribe, sells distinctly British fashion for men women and kids. It was founded in 1991 by former stockbroker Boden. While its heritage has been in mail order and online sales it is moving into bricks and mortar and has one store in Hangar Lane with two more believed to be in the pipeline for 2017.

Free NewsletterVISIT