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Best returns to Radley as Mason and Gaede depart

Former Radley chief executive Roger Best is to return to the handbag and accessories brand as chairman and interim chief executive following two key departures.

Paul Mason, who has been chairman of Radley since 2008, is leaving the accessories brand to pursue commitments with baby products manufacturer and distributor Mayborn, where he was appointed chairman earlier this month.

Best, who held the position as chief executive at Radley until his retirement in 2009, will succeed Mason.

The brand has also announced the departure of chief executive Sven Gaede, who has been with Radley for three years. The reasons for Gaede’s departure are unclear but Best will assume the role of interim chief executive while the search for a permanent replacement is conducted.

“I have recently taken on new commitments at Mayborn,” said Mason. “Having overseen the successful transformation of Radley into a national retailer, I have decided to retire from the board”. 

Best added: “I strongly believe in Radley and the qualities that have made its products loved by women everywhere. 

“The task is to assert Radley’s distinctive premium positioning and build the company into the iconic global brand it deserves to be.”

Meanwhile, Radley has also announced that its spring 12 advertising campaign will feature its new brand ambassador, British model Laura Bailey.

Between 2008 and 2011, Radley has grown revenue by 21%, opened 16 stores in the UK and started its expansion into the Asian market.

Radley has recently made changes to its distribution network to focus on its own stores and key retail partnerships such as House of Fraser, John Lewis and premium independent stores. 

As part of this strategy from autumn 12 onwards, the Radley collection will no longer be available in Debenhams. 

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