Hunter hires Net-a-Porter co-founder Claudia Plant as new marketing chief

Hunter hires Net-a-Porter co-founder Claudia Plant as new marketing chief
Claudia Plant.
// Hunter appoints Claudia Plant as new chief marketing officer, effective immediately
// She is one of the co-founders of Net-a-Porter
// She has also had senior roles with Burberry and Charlotte Tilbury

Hunter has hired Net-a-Porter co-founder and luxury retail veteran Claudia Plant to take on the role of chief marketing officer, marking the latest in a series of senior executive shake-ups at the retailer.

Plant, who has over 25 years of experience in retail, joins Hunter with immediate effect, reporting into interim chief executive Paolo Porta.

At Hunter, Plant will be tasked with shaping the retailer and brand’s positioning while also being responsible for delivering Hunter’s global marketing and communication strategy and driving its transformation.


She will join Hunter from Burberry where, as senior vice president of brand experience, she was responsible for leading the brand and customer experience across all consumer touch points under former chief creative officer Christopher Bailey and current creative director Riccardo Tisci.

Reporting into Burberry’s chief executive Marco Gobbetti, Plant also oversaw Burberry’s recent creative transformation and repositioning which included the introduction of a new monogram, the “B Series” monthly social commerce initiative, and Burberry’s first social-retail experience in China.

Prior to Burberry, Plant was at Net-a-Porter for 17 years where, as one of the co-founders, she was instrumental in establishing and developing the online fashion retailer’s brand vision and customer experience.

As global brand creative director, she was responsible for all aspects of Net-a-Porter’s brand, marketing content and creative, and the representation of over 650 brand partners.

Most recently, Plant served as interim chief marketing officer of Charlotte Tilbury Beauty.

“This is an incredible opportunity to join Hunter for its important next chapter,” Plant said.

“I have enormous respect for the company’s rich heritage and product, which I believe is so relevant for today’s world and consumer, at a time when we are witnessing such a shift in lifestyle and trends.

“I am thrilled to be working with the team to help re-assert Hunter’s position as the iconic, British outdoor brand with an exciting modern twist.”

Porta said: “Claudia brings a wealth of experience, which will be hugely beneficial as we drive future growth.

“Her brand building and digital expertise will be invaluable as we realise the enormous potential of this much-loved British brand.”

Plant’s appointment comes several months after Hunter confirmed that Vincent Wauters would step down from his role as chief executive, while Alasdhair Willis resigned as creative director at the end of July.

Their departure came in the wake of a £16.5 million rescue deal in June.

Porta, formerly Jimmy Coo senior vice president of merchandising and licensing, was appointed as interim chief executive and Hunter continues to carry out a search for a new permanent chief executive to replace Wauters.

Meanwhile, Andrew Lawley was appointed executive chairman after acting as chief restructuring officer to support Hunter’s refinancing.

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