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Boohoo appoints new CEO to MissPap

Lauretta Roberts
23 September 2019

Boohoo Group has appointed former Missguided brand director Samantha Helligso as CEO of its recently acquired MissPap brand.

Helligso joins the Manchester based online fashion group, which acquired the brand and assets of MissPap in March of this year, in January 2020.

The appointment marks a return for Helligso to Boohoo. She began her career with Boohoo 12 years ago working for its co-founder Carol Kane in the marketing department.

She left Boohoo in 2011 to join streetwear brand Bench before joining Missguided as creative manager in 2012 working her way up to brand director in 2018.

John Lyttle, Boohoo Group CEO, said of the appointment: “MissPap has great potential and represents an exciting opportunity as we extend our multi-brand platform. Samantha is an outstanding and highly regarded talent, and we are extremely pleased that she is returning to the group to lead MissPap.”

Helligso added: “I see MissPap as an incredibly exciting business with huge potential. My aim will be to create a thriving culture of passionate people empowered to do what they’re good at.”

MissPap recently made waves by signing a £1m deal with Love Island winner Amber Gill (pictured above) who will create a collection with the brand and act as the face of its relaunch under Boohoo next month.

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