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Exclusive: N Peal creates head of retail to steer growth

Cashmere retailer N Peal has appointed Helen Lebedeva to the newly created role of head of retail.

Lebedeva, who started at the company on October 1, will be charged with developing the brand experience in existing N Peal stores, as well as overseeing the expansion of its retail business in the UK.

N Peal is planning to roll out a new store concept, created by interior design firm Amos & Amos, across its four stores by next spring, and is also due to open a store in Knightsbridge next year. Further openings are expected although no locations have been earmarked.

Lebedeva joins N Peal from footwear specialist Deckers Outdoor Corporation, parent company of sheepskin boot brand Ugg, where she spent two years and helped to launch its European retail arm. She also spent seven years at beauty company L’Oreal, after a spell as a consultant in the City.

She told Drapers she would relish a less corporate role: “I wanted to move to a more brand-led business that was smaller and more personal.” 

N Peal refreshed its visual identity in June, in a bid to reach a younger market. The branding, created by consultancy Campbell Hay, moved away from a black, masculine feel to a softer, feminine look.

The new look is designed to support store openings and its wholesale distribution arm from autumn 13, which will be supported by increased press, online and marketing activity.

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