British Heart Foundation appoints chief commercial officer
British Heart Foundation, the UK’s largest charity retailer, has appointed Allison Swaine-Hughes as chief commercial officer.
With more than 30 years’ retail leadership experience, including senior roles at Gap and Asda, Swaine-Hughes has served as the charity’s retail director since 2018.
Subscribe to TRBIn her new role, her responsibilities will include BHF’s 680 shops, ecommerce platforms, and wider commercial ventures following the retirement of Mike Taylor in December 2025. She will also lead retail and commercial operations into a new era of transformation across the charity retail sector and the re-use market.
BHF’s commercial arm generates vital income to fund life-saving research into heart and circulatory diseases, while ensuring people across the country can shop, donate, volunteer, and support its work.
Swaine-Hughes said: “I’m proud to lead BHF’s commercial operations. My focus will be on building resilience, embracing innovation, and ensuring our activities reflect our values – from sustainability to inclusivity – while driving income to fund lifesaving research across all our commercial ventures.”
Dr Charmaine Griffiths, chief executive at BHF, said: “Allison’s exceptional retail experience and a deep commitment to our life saving science have powered our retail operation for over a decade. As chief commercial officer and a member of our executive team I know she’ll continue to make an impact in driving income and delivering impact for people affected by heart and circulatory diseases.”
Swaine-Hughes is establishing a new commercial leadership team that includes Louise Clifford as director of central operations, Gareth Campbell-Julian as transformation director for retail, Jane Flannery as retail director, and Megan Greenlees as trading director.
BHF’s retail network includes over 3,000 paid team members and 17,000 volunteers. It also sells heart health products through ecommerce channels such as eBay and its own online shop.
