Matalan has appointed M&S creative director Adele Pickering as its new head of creative brand, as it aims to step up efforts to sharpen its customer proposition.
Pickering, who will join the business in November, has spent the past four years at Marks & Spencer, most recently leading creative direction across its fashion, home and beauty divisions.
She has more than 20 years’ experience in the sector, having previously held roles at Mango, Next and John Lewis.
In her new role, she will oversee Matalan’s creative brand execution across stores, ecommerce, social media and marketing, with a remit to create a more consistent and distinctive customer experience across its channels.
Matalan marketing director Eilidh MacAskill said the appointment would add ‘further strength to the retailer’s senior team’ as it continues to overhaul its product, brand and customer experience.
She said: “We’ve made significant progress over the last year in strengthening our product, brand and customer experience. Adele will play an important role in building on that progress and making sure the Matalan brand shows up distinctively and consistently wherever our customers experience it.”
Pickering added that there was a “real opportunity” to build on the work already under way at the retailer and “bring the next chapter of Matalan to life for customers”.
The hire comes just weeks after Matalan brought in another former M&S heavyweight, Richard Price, as an adviser.
Price, who previously served as M&S managing director of clothing, home and beauty, joined the retailer earlier this month as it pushes ahead with its transformation and growth strategy.
Matalan has also been ramping up efforts to overhaul perceptions of its fashion offer.
Earlier this month it unveiled a more directional autumn/winter range, with a greater focus on design, quality and elevated everyday style, alongside its new ‘Believe It’s Matalan’ brand platform.
Chief product, brand and commercial officer Sarah Welsh said at the time that the new collection was designed to change “the perception of what Matalan can be”, as the retailer invests across product, stores, visual merchandising and digital.
The business has also been refurbishing its store estate, with upgraded branches outperforming the wider estate following their revamps, while further investment is being directed into digital, including a new app.
The appointment forms part of a broader shake-up at Matalan, which has seen a series of senior leadership changes this year.
Former chief executive Henrik Nordvall stepped down in August after six months in the role, while chief operating officer Phil Hackney departed earlier this month.
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