Matalan hires M&S creative director as head of creative brand
Matalan has appointed Adele Pickering (née Chidwick) as head of creative brand.
Due to join the fashion and homeware retailer in November, she has spent the last four years as creative director at M&S, working across fashion, home and beauty.
Subscribe to TRBWith more than 20 years’ creative experience across fashion, home, beauty and lifestyle, she has also previously held creative roles at Mango, Next and John Lewis.
In her new role, Pickering will oversee Matalan’s creative brand execution across stores, digital, social and marketing, as the retailer looks to create a more “joined-up” experience for customers. This will include activity ranging from major campaigns to targeted customer activity, with consistency across every customer touchpoint.
Eilidh MacAskill, marketing director at Matalan, said: “I’m delighted to welcome Adele to Matalan. She brings extensive creative experience across some of the best known fashion and lifestyle brands, and will add real strength to our team.
“We’ve made significant progress over the last year in strengthening our product, brand and customer experience. Adele will play an important role in building on that progress and making sure the Matalan brand shows up distinctively and consistently wherever our customers experience it.”
Pickering said: “I’m really excited to be joining Matalan at such an important point in its evolution. It’s a brand with incredible heritage, scale and relevance, and there’s a real opportunity to build on the work already underway and bring the next chapter of Matalan to life for customers.”
The news follows a series of other senior appointments across the business. Richard Price, former managing director of clothing, home and beauty at M&S, recently joined Matalan as an adviser, while Angela Gaskell was appointed director of sourcing, purchasing, quality and fit, and Jonty Wilson head of quality and technical, earlier this year.
Earlier this month, Matalan launched “Believe It’s Matalan”, a new brand platform that brings together more than a year of changes across its product, stores, digital experience and brand, and invites customers to take a fresh look at its offer of “everyday style, quality and value”.
