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Boden hires Penny Herriman as global brand director

Lifestyle retailer Boden has hired digital marketing boss Penny Herriman as its first ever global brand director.

Herriman, who joins from digital marketing agency Isobar where she was chief executive, will take up the role this autumn.

She will take a place on the executive board, and will lead the global development of the brand, managing a team of 60 staff. She will report into Boden chief executive Julian Granville and work closely with chairman and founder Johnnie Boden.

Granville said: “Penny has a great track record in creating successful global brands; she has real passion and lots of ideas. We can’t wait to work with her.”

Herriman has worked on brands such as Vodafone, Unilever, Levi’s and Kellogg’s. Before her time at Isobar, she was chief executive of advertising agency WCRS for three years, where she secured a project from Boden. 

Herriman said: “This is a wonderfully ambitious and creative business, a British success story that has exported its success and subsequently already generates more than half its sales outside the UK. That is a great platform on which to build.”

Last year Boden reported an increase in total group sales of 6% to £245.9m, with German and US sales up 21% and 9% respectively.

Its customer base rose by 8%, with more than 1.3 million active customers using the Boden website. Online sales accounted for more than 80% of the business in 2012.

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