// Jaeger, which is now owned by M&S, has hired ex-Cath Kidston and Boden product guru Suzi Avens as head of product
// Avens’ appointment comes as managing director Fiona Lambert strives to reposition and reinvigorate the brand
M&S-owned Jaeger has hired former Cath Kidston and Boden executive Suzi Avens as head of product as it pushes ahead with reinvigorating the brand.
Avens, who has been working as a consultant for the past three years, has extensive experience in womenswear, menswear and homewares and was product director at Cath Kidston between 2015 and 2018 and prior to that was womenswear director at Boden.
Her experience gives her a strong grounding in digital retail. Jaeger is largely an online brand, although it was rolled out to 14 M&S destination stores this spring.
Avens also has substantial international experience, working in markets such as the US, EMEA, APAC and Japan, which is relevant for Jaeger, which is sold across 89 markets.
READ MORE: M&S unveils first new Jaeger collection since acquisition
Avens said: “I see so much potential and opportunity to develop Jaeger’s rich brand heritage whilst supported by the incredible wealth of knowledge of M&S to drive customer loyalty and market growth both in the UK as well as internationally.”
Jaeger managing director Fiona Lambert said: “Since relaunching Jaeger as part of the M&S Family, we have grown a strong team of bespoke experts who are passionate about the Jaeger products. We’re continuing to reposition and reinvigorate Jaeger, operating as an independent business, supported by the ecosystem of M&S.
“I’m delighted to welcome Suzi to the team, who brings with her a wealth of experience in product strategy and scaling start-up businesses in the UK as well as established retailers across the world.
“I’m excited for team Jaeger to continue to grow as we enter the next chapter of our transformation and looking forward to working closely with Suzi.”
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