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Brand Machine Group appoints Chief Technology and Operating Officer

Tom Bottomley
07 December 2022

Brand Machine Group (BMG), the owner of the Penfield and Duchamp brands and license holder for childrenswear for the likes of Ben Sherman, Lee, Lyle & Scott and Jack Wills, has appointed Daljit Bhasin as Chief Technology and Operating Officer.

The newly created role is part of BMG’s push towards global expansion, and Bhasin brings a wealth of experience within the digital sector.

He was most recently Director of Operations at Torque Brands, and has also held roles as Ecommerce Operations Development Manager at Tesco, from November 2011 – April 2015, and Director of Operations at Levi’s, from January 2017 – February 2018.

Brand Machine Group CEO, Boo Jalil, said: “Further optimising and integrating our product journey from source to consumer is a key driver in our three-year strategy, and Daljit’s impressive history of delivering operational excellence and systems makes him a great additional to the businesses senior leadership team.”

Bhasin added: “It’s an exciting time to join Brand Machine Group. The landscape has changed over the last two years and omnichannel is now a new normal. The extension of channels and optimisation of space and reach to consumer are crucial in the future development of our partnerships and technology. I’m looking forward to joining a group that’s expansion to date is exceptional.”

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