Joe Browns appoints new CEO from La Redoute

Joe Browns, a fashion and lifestyle retailer based in the UK, has announced the appointment of Dawn Bannerman as its new chief executive officer. Bannerman joins the company from La Redoute, a French online retailer, where she held various senior roles.

Dawn Bannerman: A seasoned retail executive

Dawn Bannerman has over 20 years of experience in the retail industry, with a focus on marketing and e-commerce. She started her career at Asda, where she worked as a marketing manager for its clothing brand George. She then moved to Shop Direct Group, now known as Very, where she was the head of advertising and media. She also worked at JJB Sports as the marketing director, before joining La Redoute in 2015.

Joe Browns
Joe Browns

At La Redoute, Bannerman initially served as the chief marketing officer, overseeing the brand’s digital transformation and customer acquisition. She was later promoted to chief commercial officer, responsible for the overall performance and strategy of the business. Under her leadership, La Redoute achieved record sales and profitability, as well as increased customer loyalty and satisfaction.

Bannerman announced her departure from La Redoute and her new role at Joe Browns on her LinkedIn profile, where she wrote: “Thank you to everyone at La Redoute for making the last 8.5 years so memorable. I am grateful for the incredible journey and to have worked with such an amazing team. Today [February 13, when Bannerman officially joined] I start a new adventure as CEO at Joe Browns Ltd. Lots of exciting opportunities to work with a brand that I know and love. Let the fun begin!”

Joe Browns: A quirky and colourful brand

Joe Browns is a fashion and lifestyle retailer that was founded in 1998 by Simon Brown. The brand offers a range of clothing, footwear, accessories, and homeware for men and women, with a distinctive and eclectic style. The brand’s motto is “wear what you want to wear” and its mission is to create original and fun products that make people feel good.

Joe Browns operates mainly online, through its own website and third-party platforms such as Amazon and Next. The brand also has two physical stores, one in Meadowhall Shopping Centre in Sheffield and one in York Designer Outlet. The brand has a loyal customer base, with over 2 million active customers and a high retention rate.

Joe Browns has been growing steadily over the years, despite the challenges posed by the Covid-19 pandemic and the Brexit uncertainty. The brand reported a 12 percent increase in revenue to 42.5 million pounds and a 25 percent increase in profit to 4.1 million pounds for the year ending June 2020. The brand also expanded its product range, launching its first activewear collection and its first fragrance.

Joe Browns: A new phase of growth with Bannerman

Bannerman joins Joe Browns at a time when the brand is looking to accelerate its growth and reach new markets. She will be responsible for enhancing the brand’s presence through expanding its retail network, strengthening its online proposition, and leading its international expansion. She will also oversee the brand’s digital transformation and innovation, as well as its sustainability and social responsibility initiatives.

Bannerman will work closely with Joe Browns’ founder and creative director, Simon Brown, and the brand’s chair, Michael Truluck, who is also the former CEO of La Redoute UK. Truluck said in a statement: “We’re excited for our future with Dawn at the helm. Having worked with Dawn before, I know her tenacity, curiosity and drive, plus of course her wealth of retail, catalogue and e-commerce experience will help us take Joe Browns to the next level.”

Bannerman replaces Peter Alecock, who left Joe Browns earlier this month after less than two years as the CEO. Alecock said he was leaving the brand to pursue other opportunities and thanked the team for their support and dedication.

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