Matalan appoints Chief Product, Brand & Commercial Officer amid transformation plans

Matalan has today announced the appointment of Sarah Welsh to the new role of Chief Product, Brand & Commercial Officer, effective 10 March.

Welsh joins Matalan with nearly 30 years of experience in the retail industry. Before joining Matalan, she spent five years as Retail CEO at digital clothing retailer N Brown Group, where she transformed the Group’s traditional catalogue offer and moved the business to a more agile digital footing. Prior to this, she was Managing Director of Oasis Fashion and held senior buying roles at Miss Selfridge and River Island.

Sarah Welsh, Matalan’s Chief Product, Brand & Commercial Officer, said: "Matalan is a much-loved brand that puts customers firmly at the heart of the offer. The business has strong foundations and a fantastic team, and I look forward to driving Matalan’s transformation forward as we seek to deliver sustainable, profitable growth."

In her new role, Welsh will be responsible for "putting customers at the heart of Matalan’s proposition", appealing to a broader audience while inspiring existing customers.

Karl-Heinz Holland, Matalan’s Executive Chair, said: "Sarah has deep experience in driving transformation within retail businesses, and we are delighted to welcome her to Matalan. Her passion for the customer proposition coupled with her sharp commercial insight and extensive leadership experience makes her a great fit for our senior team."

Back in January, Matalan's Chief Customer and Omnichannel Officer, Ali Jones, exited the business after less than two years in the role. She followed CEO Jo Whitfield, who announced her exit in October.

However, in November 2024, Matalan strengthened its senior team by hiring James Dorling as Director of Property and appointing Keith Down to its board as Non-Executive Director and Chair of the Audit Committee.