Paul Smith has appointed Zia Zareem-Slade as managing director as it aims to push ahead with its digital and commercial transformation.
Zareem-Slade joins the business from fine jewellery brand Annoushka, where she served as chief executive and led its growth strategy, expanded wholesale distribution and accelerated digital development.
She has also held senior roles at Fortnum & Mason, Hauser & Wirth and Selfridges, spanning commercial leadership, customer experience, digital transformation and brand strategy.
Paul Smith said the appointment reflected founder and chairman Sir Paul Smith’s personal commitment to the ongoing evolution of the brand.
Zareem-Slade will focus on digital acceleration, commercial performance and customer experience as the independent British fashion house looks to build on its heritage while strengthening its modern retail offer.
During her time as customer experience director at Fortnum & Mason, Zareem-Slade led the transformation of the luxury retailer’s digital proposition during a period of sustained growth.
She also oversaw the launch of new retail destinations at Heathrow Terminal 5, The Royal Exchange and St Pancras International.
At Hauser & Wirth, she served as chief creative officer, leading global creative, marketing and digital teams. She also championed Art for Better, an online auction that raised $4.6m for the UNHCR.
Zareem-Slade said: “Paul Smith is one of the last truly independent British fashion houses, and that independence runs through everything the business does; the creativity, the wit, the refusal to follow.
“I am looking forward to working with the team here to build on that foundation and to accelerate what the brand can do digitally and commercially.”
Sir Paul Smith added: “I’ve always believed that the best businesses are built on curiosity and originality. Zia gets that. I’m looking forward to what we’ll do together.”
Paul Smith executive chairman Ewan Venters said Zareem-Slade brought “a valuable combination of commercial, digital and creative expertise”.
“She has a wealth of experience in delivering growth for important, brand-led businesses, and she will undoubtedly play a key role in the continuing success of Paul Smith,” he said.
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