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Coast hires Neil Hendy as creative director

Coast has appointed a Marks & Spencer head of womenswear design Neil Hendy its new creative director.

GENERAL MERCHANDISE

Coast hires Neil Hendy as creative director

Coast has appointed a Marks & Spencer head of womenswear design Neil Hendy its new creative director.

Hendy has been recruited by Coast chief executive Kate Bostock, a former head of clothing at M&S, who joined Coast last September.

In his new role, Hendy will be responsible for design, marketing and Coast’s visual image.

In a second appointment, Coast has also hired Aurora Fashions executive Jess Wilks as global digital and strategy director to push forward the brand’s digital offer and overseas expansion.

The appointments are part of Bostock’s strategic plan for the business which includes international expansion, having a more flexible supply chain, and widening Coast’s product range.

Bostock told the Financial Times: "We had become a bit of a dress specialist, which was nice on the one hand, but of course, customers more and more want to shop separates."

She also told the newspaper that Coast had lowered its entry price points by around 20% following feedback from customers which said the brand was too expensive.

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