Boden has appointed former Isobar chief executive Penny Herriman as its first global brand director.
The British fashion brand, whose fans include David and Samantha Cameron, is looking to build on its presence in the US, Germany, France and the UK where it already has dedicated websites and catalogues.
Herriman will oversee a 60-strong team and will be responsible for driving the international development of the online clothing retailer’s brand. Last year, the business reported a year-on-year increase in group sales of six per cent to £245.9m, with sales in Germany and the US up 21 per cent and nine per cent.
Herriman joins in the Autumn and will report to Boden chief executive Julian Granville, and will work closely with chairman and founder Johnnie Boden.
The former executive previously worked with Boden when she was CEO of advertising agency WCRS and a pivotal player in signing the retailer as a client.
Meanwhile, Isobar has promoted executive creative director Nick Bailey to succeed the departing Herriman.
Commenting on her appointment she said: “I’ve admired the Boden brand since its inception and am delighted to have this opportunity to help take it to the next level.
“This is a wonderfully ambitious and creative business, a British success story that has exported its success and subsequently already generates more than half its sales outside the UK. That is a great platform on which to build.”