TALA confirms Sally Hughes as permanent CEO and hires Verity Linnell as CFO

London-based activewear brand TALA has confirmed Sally Hughes' appointment as permanent Chief Executive Officer, after five months in the interim role, alongside Verity Linnell as Chief Financial Officer.

TALA's Founder Grace Beverley announced the appointments on LinkedIn. Hughes has led TALA since February, following the departure of former CEO Morgan Fowles in January 2026. 

The appointments give TALA permanent leaders for its executive and finance functions as the business expands its physical retail footprint following two London store openings in 2025.

Hughes takes permanent leadership role

Hughes has spent 20 years working with consumer businesses including innocent, Net-A-Porter, Glossier and Oner Active. Before joining TALA, she served as Interim General Manager at Oner Active and founded Kair, which she subsequently exited.

Her experience covers commercial finance and growth marketing, while her LinkedIn profile says she has held full profit-and-loss responsibility in general leadership positions for almost a decade. Hughes is also an angel investor and adviser to Active Partners Early Stage Fund.

Hughes commented on her new role: “I’ve never been more energised by an opportunity: the business is truly special, and bubbling with potential.”

She said TALA’s community and team had distinguished the business, adding: “We’ve got some HUGE plans in the pipeline. I can’t wait to show you what’s coming.”

Linnell joins as CFO from British organic skincare brand Pai Skincare. Her finance career has also included positions at Farfetch, Net-A-Porter and Burton Menswear, giving her experience across digital luxury, multi-brand retail and fashion.

TALA builds its store network

TALA opened its first permanent store on London’s Carnaby Street in May 2025, followed by a second location at Westfield London in November. The company has said it plans to open further stores over the next three years.

For the year ended 31 March 2025, TALA’s revenue rose 19% to £19.8 million, from £16.8 million a year earlier. The results followed the business's accelerated wholesale expansion and in the midst of scaling its physical retail footprint.

Gross margin sat at 58%, while the operating result swung to a loss of £1.9 million, compared with a £104,000 profit in the prior year, reflecting continued investment.

Wholesale sales increased eightfold during the period as TALA added partners, while the brand continued selling DTC and through retailers including ASOS and Selfridges.

During the financial year, the company secured a £4.6 million Series B fundraising at parent-company level.

It came after a £5 million funding round announced in 2024, which was backed by existing investors Pembroke VCT, Venrex and Active Partners and aimed to support international expansion and a move into physical retail.