Boohoo poaches Missguided brand exec as MissPap CEO

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Misspap Samantha Helligso Missguided Ashley Ali boohoo
Samantha Helligso will join MissPap in January 2020
// Boohoo hires Missguided brand director Samantha Helligso as MissPap CEO
// Boohoo acquired MissPap earlier this year

Boohoo has poached Missguided brand director Samantha Helligso to take on the role of chief executive of MissPap.

Boohoo acquired the brand and intellectual property assets of online womenswear retailer MissPap for an undisclosed sum in late March this year.

Helligso will join MissPap in January 2020.

Helligso had started her career as fashion marketing manager of Boohoo in 2008, then left in 2011 to join Bench as creative marketing manager.

She then joined Missguided in 2012 as creative manager for seven years, before being promoted to head of brand in 2016, and brand director in 2018.

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