Boux Avenue poaches Hunkemoller’s Zoe Price-Smith as new brand director

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Boux Avenue has poached Zoe Price-Smith from its Dutch rival Hunkemoller for its senior management team as it pushed ahead with its “ambitious plans”.

Price-Smith will join the lingerie retailer as its new brand and product director, after a seven-year stint as global design director at Hunkemoller.

Prior to this she acted as a design consultant at Marks & Spencer and House of Fraser, following roles as head of design at Fat Face and Crew Clothing.

The news follows the brand’s appointment of its first-ever chief executive Michael Kerr in October, who joined after a 35-year tenure at M&S.

Its chairman Theo Paphitis, who referred to this as a “pivotal time” for the brand which is poised to undergo major expansion, said: “Zoe’s vision, creativity and commercial focus will further strengthen the Boux Avenue range, team and overall business.

“Zoe has over 20 years of international fashion retail experience and her unique understanding of building brand identities and product, alongside Michael, will drive Boux Avenue forward to further success and enable it be recognised as the go-to lingerie and nightwear brand in the marketplace.”

Kerr added: “In the short time I’ve been at Boux Avenue it’s very clear that our customers and the brand will benefit hugely from a clear focus on unique product ranges designed and developed in house for our target customer.

“I am therefore really excited to welcome Zoe to strengthen the management team and am looking forward to working closely with her to deliver a new and exciting Brand and Product strategy with pace for our customers.”

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