Matalan has appointed Adele Pickering as head of creative brand. Pickering will join the business in November from Marks and Spencer, where she is currently creative director across fashion, home and beauty.
Pickering (née Chidwick) brings more than 20 years’ creative experience across fashion, home, beauty and lifestyle, having held previous roles with brands including Mango, Next and John Lewis.
In her new role, Pickering will oversee Matalan’s creative brand execution across stores, digital, social and marketing, helping to create a more joined-up and distinctive experience for customers. Her work will stretch from major campaigns to targeted customer activity, bringing Matalan’s proposition to life consistently across every customer touchpoint.
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Eilidh MacAskill, marketing director at Matalan, said: “I’m delighted to welcome Adele to Matalan. She brings extensive creative experience across some of the best-known fashion and lifestyle brands, and will add real strength to our team.
“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.”
The incoming Pickering added: “I’m really excited to be joining Matalan at such an important point in its evolution. It’s a brand with incredible heritage, scale and relevance, and there’s a real opportunity to build on the work already underway and bring the next chapter of Matalan to life for customers.”
The appointment follows the launch of Believe It’s Matalan earlier this month, a new brand platform that brings together more than a year of changes across Matalan’s product, stores, digital experience and brand, “showcasing the Matalan of today and inviting customers to take a fresh look at its offer of everyday style, quality and value.”
It also builds on a series of recent senior appointments across the business, including Pickering’s former colleague, erstwhile M&S MD of clothing, home and beauty Richard Price, who recently joined Matalan as an advisor, and the appointments of Angela Gaskell as director of sourcing, purchasing, quality & fit and Jonty Wilson as head of quality & technical earlier this year.
