AllSaints appoints Zalando’s Nichole Strydom as chief merchant
AllSaints has appointed Zalando executive Nichole Strydom as chief merchant, with effect from 5 May.
With more than 20 years’ experience in global fashion and retail, she has worked for the last three years as commercial director at Zalando, overseeing strategic brand partnerships across 25 international markets. Prior to that, she held senior buying roles.
In her new position as chief merchant, Strydom will lead AllSaints’ global merchandising strategy. This will include ensuring that buying, merchandising and sourcing across all regions and channels are “faster, bolder and smarter”.
Subscribe to TRBShe will work closely with Zalando’s recently appointed chief creative officer Aaron Esh as the company looks to accelerate growth and continue its international expansion.
Peter Wood, chief executive officer of AllSaints, said: “Nichole is an outstanding commercial leader with a proven track record of driving performance across complex and fast-moving international retail markets, and her appointment is another important step in helping our brand continue to thrive for many more years to come.
“Her expertise will help us harness customer and partner insights, sharpen our execution and ensure our merchandising operating model delivers for our brand. I look forward to working closely with Nichole as we continue to drive AllSaints forward.”
Strydom said: “AllSaints has a distinctive creative identity and a strong global following. Retail is evolving rapidly as customer expectations change, and I’m excited to join the brand at such a pivotal moment.
“My focus will be on aligning commercial strategy with customer insight to drive sustainable growth, deepen brand affinity and support AllSaints’ continued evolution.”
