AllSaints has appointed Nichole Strydom as its new chief merchant, with the fashion retailer confirming she will join the business on 5 May 2026.
Strydom brings more than two decades of experience in global fashion and retail to the role. She joins from Zalando, where she most recently served as commercial director, overseeing strategic brand partnerships across 25 international markets.
At AllSaints, she will lead the brand’s global merchandising strategy, with responsibility for buying, merchandising and sourcing across regions and channels.
The appointment comes as the retailer continues to focus on growth and international expansion, with Strydom set to work closely with recently appointed chief creative officer Aaron Esh to align commercial execution with the brand’s creative direction.
AllSaints chief executive Peter Wood said Strydom’s arrival marked another important step for the business as it looked to build on its momentum.
He said: “Nichole is an outstanding commercial leader with a proven track record of driving performance across complex and fast-moving international retail markets, and her appointment is another important step in helping our brand continue to thrive for many more years to come.
“Her expertise will help us harness customer and partner insights, sharpen our execution and ensure our merchandising operating model delivers for our brand. I look forward to working closely with Nichole as we continue to drive AllSaints forward.”
Commenting on her appointment, Strydom said AllSaints’ creative identity and global appeal made it an exciting time to join the business.
She said: “AllSaints has a distinctive creative identity and a strong global following. Retail is evolving rapidly as customer expectations change, and I’m excited to join the brand at such a pivotal moment.
“My focus will be on aligning commercial strategy with customer insight to drive sustainable growth, deepen brand affinity and support AllSaints’ continued evolution.”
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