AllSaints (“the Group”), the global contemporary fashion brand, today announces the appointment of Emine Kaptanoglu as global digital director, who joined the business on 2 November 2026.
Emine brings over 15 years’ experience in premium digital and retail, with a proven track record of building and leading successful teams as well as driving profitable e-commerce growth and digital transformation. She joins AllSaints from Reiss, where she spent more than seven years, most recently as head of e-commerce & customer, managing the global e-commerce strategy and leading the end-to-end platform transformation, driving significant year-on-year digital revenue growth. Prior to that, she also worked at Topshop, as senior digital trading manager.
In her role as global digital director, Emine will have global responsibility for the digital commercial strategy and online customer experience of AllSaints and John Varvatos, bringing her expertise to both brands across all regions and channels. She will report to chief executive officer of the Group, Peter Wood.
Emine’s appointment further strengthens the senior leadership team, following several changes over the past year. Sean Trend joined as chief financial officer in February 2026 and Nichole Strydom as chief merchant in May 2026, while Aaron Esh, who joined as chief creative officer in November 2025, has led the implementation of a refreshed brand identity announced in September 2026.
Peter Wood, chief executive officer of AllSaints, said: “Emine has a proven track record of bringing teams together and delivering great results, with creative energy and a forward-looking vision. We are thrilled to welcome her to our senior leadership team. Her expertise in digital and premium retail, and her success in driving profitable e-commerce growth, will be invaluable as we continue to accelerate our global digital expansion.”
Emine Kaptanoglu, global digital director of AllSaints, said: “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.”
