Loaf and DFS make senior hires to help grow market share

Loaf DFS
// Loaf and DFS appoint new executives
// The sofa retailers plan on growing their market share

Loaf and DFS have appointed new executives to their boardroom as they seek to grow their market share.

Theodore Sheppard has been named as the new chief commercial officer of Loaf, while DFS has appointed Russell Harte as its chief operating officer.

Loaf said Sheppard will be responsible for driving sales and growing market share, as well as defining the direction for the brand and devising its sales and marketing strategies.


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This will also include leading the marketing, creative and retail teams and overseeing Loaf’s omnichannel business and the roll-out of its experience-led showrooms.

Sheppard previously spent seven years at high street fashion retailer River Island as director of international and business development. This involved driving international strategy and new partnership opportunities across the business.

Prior to that, he held positions at Calvin Klein/PVH and Hugo Boss where he was responsible for sales and partnerships.

“I’m thrilled to have Theodore join Loaf. He joins armed with a wealth of experience from his years spent in the fashion industry,” Loaf founder and chief executive, Charlie Marshall said.

“We have a lot of exciting plans for the company and I’m excited to work with Theodore as we continue to grow the brand.”

Sheppard will take up his new role in September when he will succeed Robert White.

Meanwhile, DFS has appointed Harte as it seeks to redistribute leadership duties.

Harte is now chief operating officer at the sofa retailer after DFS redistributed management duties across its senior leadership team.

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