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PODCAST: Heist CEO, Natasja Giezen Smith
16 July 2021

Welcome to the latest episode of our Podcast series "In Conversation" where we bring you inspiring stories, retail insights and conversation from fashion's most influential business leaders. 


Natasja Giezen Smith is CEO of innovative women’s hosiery and underwear brand Heist. Just as the pandemic hit in March 2020, Natasja joined the London-based business, which is famed for in sag-proof tights, innovative shapewear and comfortable, yet flattering, underwear.

Heist is known for bringing high technology into its products, for its inclusive sizes and skin tones and for embracing women of all ages.

Natasja initially joined Heist as Chief Commercial Officer and was promoted to the top job last November. Prior to joining Heist she had been Trading Director at online fashion giant ASOS.

Despite these two leadership roles at two of fashion’s best-known disruptors, Natasja’s career didn’t start in fashion at all but rather as an analyst and management consultant.

                                                     Natasja Giezen Smith

In the latest episode of the ‘In Conversation’ podcast,  Natasja  talks to Lauretta Roberts, Editor in chief of, about her path into the fashion industry and how she sold all her possessions to re-train and make it happen.

She also explains why she left a job she loved at ASOS for a business the fraction of its size, tells us what it was like taking over a new job just as the world went into lockdown, how she worked from home with only an ironing board as a desk and what her future plans are for this rather special brand.


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