Debenhams Group has appointed former ASOS executive Nikki Tattersall as chief product officer to step up the turnaround of its youth fashion brands.

Tattersall joins from ASOS, where she spent 15 years in a number of senior buying and product roles, most recently serving as buying director.

During her time at the online fashion retailer, she led womenswear buying across own-brand and third-party labels and helped develop emerging brands.

In her new role, she will oversee product strategy across Debenhams Group’s youth brands, with a focus on sharpening the product offer and strengthening each brand’s identity.

The appointment comes as the group pushes ahead with a wider turnaround strategy aimed at driving growth across its younger fashion portfolio through closer customer engagement, brand development and the expansion of its marketplace model.

Debenhams Group said the move builds on momentum across the business over the past year, after recently reporting full-year adjusted EBITDA of £53m for FY26, ahead of expectations.

Chief executive Dan Finley said: “Inspiring our customers with products we know our customers will love is at the heart of our strategy and Nikki brings exactly the experience we need to do this.

“As we continue to build on the strong progress across our youth brands, her leadership will be key to taking our product offer further, strengthening each brand’s identity and deepening our connection with customers.”

Tattersall said she was joining the business at an important point in its development, adding that the opportunity now was to build on the brands’ existing customer base while evolving the offer for a new generation of shoppers.

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