French Connection names former LK Bennett digital boss as Head of Ecommerce

French Connection has appointed Amy Booth as its new Head of Ecommerce, as the British brand continues to reestablish itself as a key player in high street fashion.

Booth joins the brand from LK Bennett, where she most recently served as Head of Digital. Prior to that, she held the role of Ecommerce Manager for four years.

She also brings experience from Oasis Fashion and Warehouse, where she worked in various roles across trade and operations.

In a post on LinkedIn, Booth said: ""I have had five amazing years at LK Bennett, working with some fantastic people and learning so much from great leaders and colleagues.

"I am really excited to join French Connection as their Head of Ecommerce and start my next chapter in the world of ecommerce!"

French Connection was founded by Stephen Marks in 1972 with the aim of creating design-led, fashionable clothing. It gained significant attention in the 1990s with its bold, cheeky marketing campaigns and the iconic FCUK slogan that caught the public’s eye.

Throughout the 1990s and early 2000s, the fashion brand expanded rapidly, opening stores in key cities and diversifying its product range to include accessories, footwear, and homeware. It quickly became synonymous with high street fashion and also experienced global growth through its wholesale business.

However, the business soon encountered financial difficulties, which were further exacerbated by the pandemic. In 2020, after a lengthy search, French Connection was unable to secure a buyer and reported an underlying loss of £2.9 million for the year ending 31 January 2020. In response, the brand shifted its focus to a turnaround strategy aimed at ensuring operations were as efficient and cost-effective as possible.

As part of its ongoing efforts to revive the business, French Connection welcomed Helen Gallagher as Head of Design in August 2023. Gallagher brought experience from fellow fashion brand Mint Velvet, where she held the same role from 2018 to 2023, and was tasked with driving the brand's creative direction.

The appointment of Booth will further support this strategy, with her role focused on amplifying the brand’s ecommerce operations.