Throughout her career, she has led initiatives focused on strategic transformation, team development, and enhancing the in-store experience through immersive brand environments and thoughtfully considered customer journeys.
Liberty names new Store Director for London flagship
Sophie Smith
12 June 2025
British luxury department store Liberty has appointed Beverley Devonish as the new Store Director of its historic Regent Street flagship.
With over two decades of experience in luxury fashion and experiential retail, she joins the retailer at a "pivotal" moment in its 150-year journey.
Devonish has held senior leadership roles at some of the UK's biggest retail institutions, including Harvey Nichols, Selfridges, and Dover Street Market.
As Store Director, she will lead Liberty’s flagship store team in delivering the company’s commercial and cultural vision.
Her focus will be on elevating the client experience, inspiring high-performance teams, and driving its continued reputation as a "world-class retail destination".
As part of the senior retail leadership team, she will also play an "instrumental" role in guiding strategy, fostering collaboration across departments, and upholding Liberty’s visual presentation, brand storytelling, and service.
"Having spent the last year and a half developing my own creative practice, I’m thrilled to join Liberty - a brand that has long stood at the intersection of art, culture, and retail innovation," said Devonish.
"With its rich heritage and commitment to creativity, Liberty offers an incredible platform to continue shaping meaningful, client-focused experiences that celebrate individuality and craftsmanship. It’s exciting to be part of an environment that champions creativity while staying true to authenticity."
Established in 1875 by Arthur Lasenby Liberty, Liberty is a renowned British department store offering a curated range of luxury goods, including fashion, beauty, fragrance, jewellery, accessories, and homeware. The store is particularly known for its signature in-house floral and graphic prints.
Celebrating its 150th anniversary this year, the retailer enters a new chapter, blending its heritage of craftsmanship with a focus on future growth and innovation.
It appointed Lydia King to the new role of Group Buying & Merchandising Director earlier this year, reflecting its vision to "unify and strengthen" its buying and merchandising functions.
