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Brand Machine Group appoints Jonathan Tillery as new Chief Product Officer

Tom Bottomley
20 May 2024

Brand Machine Group (BMG) has appointed Jonathan Tillery as its new Chief Product Officer, reporting directly to CEO Boo Jalil.

Tillery, who has previously consulted at BMG, brings over 30 years of invaluable experience to the table to drive sourcing initiatives and support the company’s ambitious growth plans.

Tillery’s career includes leadership roles at Primark, George at Asda, Lil & Fung and, most recently, at Poeticgem. His strengths lie in developing successful product ranges and “forging strategic alliances” – with a focus on innovation.

At BMG, Tillery will spearhead the establishment of the new home division while assuming responsibility for all aspects of sourcing and supply chain management.

Boo Jalil said: "Jonathan's appointment comes at a pivotal time for our organisation. His extensive experience and visionary leadership will play a crucial role in driving our product strategy and supporting our expansion efforts. We are delighted to welcome him back to the Brand Machine family."

Tillery commented: "I'm super excited about re-joining a business I've seen grow and flourish in recent years, and I look forward to widening our sourcing base to be as sustainable as possible for the future.

"The talented team designs and develops amazing product offerings, and it’s my job to ensure we deliver on all our promises as a brand should."

As well as owning brands such as Penfield and Duchamp, which it acquired in December 2020 and May 2021 respectively, BMG has 35 years of expertise in global licensing, including partnering and producing kidswear for the likes of Ben Sherman, Lee Kids, Jack Wills, Juicy Couture, Elle Junior, Franklin & Marshall, Wrangler Kids and U.S. Polo Assn.

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