Matalan, the leading UK fashion and homeware retailer, today announces the appointment of Adele Pickering [née Chidwick’] as Head of Creative Brand. Adele will join the business in November, further strengthening Matalan’s senior brand capability.
Adele brings more than 20 years’ creative experience across fashion, home, beauty and lifestyle, having held roles with brands including Mango, Next and John Lewis. Most recently, she led the creative direction and transformation of M&S.com across Fashion, Home and Beauty.
In her new role, Adele 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 span everything from major campaigns to targeted customer activity, bringing Matalan’s proposition to life consistently across every customer touchpoint.
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.”
Adele Pickering, incoming head of creative brand at Matalan, said: “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 senior appointments across the business, including former M&S Managing Director of Clothing, Home and Beauty Richard Price, who recently joined Matalan as an adviser, and the appointments of Angela Gaskell as Director of Sourcing, Purchasing, Quality & Fit and Jonty Wilson as Head of Quality & Technical earlier this year.
