AllSaints has appointed former Reiss ecommerce boss Emine Kaptanoglu as its global digital director.
Kaptanoglu, who joined the company yesterday, will oversee the digital commercial strategy and online customer experience across both AllSaints and John Varvatos.
She will report directly to group chief executive Peter Wood.
Kaptanoglu brings more than 15 years of experience in digital retail, having spent over seven years at Reiss, most recently as head of ecommerce and customer.
During her time at Reiss, she oversaw its global ecommerce strategy and led a major platform transformation, helping to deliver year-on-year digital revenue growth.
She previously held the position of senior digital trading manager at Topshop.
Wood said: “Emine has a proven track record of bringing teams together and delivering great results, with creative energy and a forward-looking vision.
“Her expertise in digital and premium retail, and her success in driving profitable eCommerce growth, will be invaluable as we continue to accelerate our global digital expansion.”
Kaptanoglu added: “AllSaints and John Varvatos are brands with a distinctive identity and a loyal global following.
“I’m delighted to join at such an exciting time for the Group and to work with colleagues across the organisation to deliver an exceptional digital experience for customers and support the continued evolution of both brands.”
Her appointment is the latest in a series of senior leadership changes at AllSaints.
Sean Trend joined as chief financial officer in February, followed by Nichole Strydom as chief merchant in May.
Meanwhile, chief creative officer Aaron Esh, who joined in November 2025, has overseen a refreshed brand identity unveiled in September.
AllSaints operates in 27 countries, with around 220 directly operated stores, concessions and outlets across the UK, Europe, North America and Asia.
The group also owns luxury menswear brand John Varvatos, which it acquired in October 2021.
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