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Heist appoints Natasja Giezen-Smith as CEO

Lauretta Roberts
28 January 2021

Heist, the disruptive underwear and hosiery brand, has promoted Natasja Giezen-Smith to the role of CEO as co-founder and former CEO Toby Darbyshire steps into the role of chairman.

Giezen-Smith joined the business in March 2020 as chief operating officer and before that was commercial director at ASOS for five and a half years. She was brought into the business, which was founded in 2015, to help transition it from a start-up to a scale-up.

“I’m thrilled to be steering the business into a new year after what was a turbulent 2020. Together we’ve come out stronger and more determined than ever. The key focus for 2021 will be to continue launching new products across our categories of hosiery and underwear, growing the team and iterating the innovation that is at the heart of the Heist brand.”

In addition Lisa Ndukwe has joined Heist as head of product where she will lead the brand’s in-house innovation team, Lab12, and bring her expertise in high-performance sportswear to underwear. Prior to this role, Ndukwe was head of design at Sweaty Betty for 10 years.

“I am super excited to be working for Heist across what is a new product area for me. This role completely aligns with my passion for creating and developing forward-thinking, innovative and beautifully designed products that serve a purpose and empower those wearing them,” Ndukwe said.

Additionally, Victoria Ross has joined the team as head of marketing having spent two and half years at Curvy Kate where she held the same role. “I’m looking forward to working with the team to create impactful marketing campaigns that both resonate with our customers and showcase the highly innovative new products we have planned for 2021," Ross said.

Photo credit Gary Morrisroe

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