AllSaints, the global contemporary fashion brand, today announces the appointment of Nichole Strydom as chief merchant. She will join the business on 5 May 2026.
Strydom brings more than 20 years’ experience in global fashion and retail. She joins AllSaints from Zalando, the international online retailer, where her most recent role was commercial director, overseeing strategic brand partnerships across 25 international markets.
In her role as chief merchant, Strydom will lead AllSaints’ global merchandising strategy, with responsibility for ensuring that buying, merchandising and sourcing across all regions and channels is faster, bolder and smarter than ever before. She will work closely with the recently appointed chief creative officer, Aaron Esh to support his creative vision with strong commercial execution to accelerate growth and AllSaints’ continued international expansion.
Peter Wood, chief executive officer of AllSaints, said: “Nichole is an outstanding commercial leader with a proven track record of driving performance across complex and fast-moving international retail markets, and her appointment is another important step in helping our brand continue to thrive for many more years to come. Her expertise will help us harness customer and partner insights, sharpen our execution and ensure our merchandising operating model delivers for our brand. I look forward to working closely with Nichole as we continue to drive AllSaints forward.”
Strydom, incoming chief merchant of AllSaints, said: “AllSaints has a distinctive creative identity and a strong global following. Retail is evolving rapidly as customer expectations change, and I’m excited to join the brand at such a pivotal moment. My focus will be on aligning commercial strategy with customer insight to drive sustainable growth, deepen brand affinity and support AllSaints’ continued evolution.”
