Higgins will be responsible for driving and implementing Bonmarché product strategy whilst working with the trading board to drive the broader company strategy.
With extensive experience in the fashion sector, she previously worked as brand director at Monsoon, and has also held senior positions at Sainsbury’s, Etam Group and Matalan.
Beth Butterwick, Bonmarché chief executive, said: “We are delighted to welcome Geraldine to Bonmarché. Her wealth of experience means she is well-placed to support us in the development of our product modernisation process. We are looking forward to leveraging Geraldine’s knowledge and experience in this critical area of our business.”
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