New Look names new chief technology officer

New Look names new chief technology officer
// New Look hires Ed Alford for the newly created role of chief technology officer
// He will work with the exec team to drive New Look’s multichannel strategy and be responsible for New Look’s tech investment & IT

New Look has announced the appointment of Ed Alford to the newly created role of chief technology officer, effective from today.

The fashion retailer said the appointment represented “a significant step forward” in its ongoing investment in multichannel strategy to capitalise on its store portfolio and online business, which has grown “strongly” over the past year.

Alford is a senior executive with over 20 years of international business experience in technology, with his most recent stint at BP as vice president and chief information officer for digital transformation.


At New Look, he will join the executive team comprised of chief executive Nigel Oddy, chief financial officer Richard Collyer, chief customer officer Clare Dobbie and chief commercial officer Helen Connolly.

Alford will work closely with the executive team to drive New Look’s multichannel strategy forward and will have responsibility for the retailer’s technology investment, engineering and IT functions.

“I am delighted to welcome Ed to New Look,” Oddy said.

“He brings a wealth of highly relevant experience and expertise, and will be a valuable addition as we continue to drive forward our omnichannel strategy.

“As stores begin to reopen in the UK, we look ahead with measured optimism.

“We will continue to invest prudently and remain resolutely focused on delivering our strategy and enhancing our position as one of the UK’s leading omnichannel womenswear retailers.”

Alford said: “I am excited to be joining such an established and well-loved brand.

“Looking ahead, there is a significant opportunity to further strengthen New Look’s digital and omnichannel capabilities and I look forward to working with Nigel and the wider team to help drive that strategic priority forward.”

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