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Crew Clothing makes senior hires in product and digital push

Crew Clothing has appointed former Boden head of concept Amanda MacMillan as its new head of design after reviewing its senior team structure, Drapers can reveal.

MacMillan joined Boden in 2001 as a design consultant before becoming its head of concept in 2015. She became a freelance design consultant in 2016, working for clients including Cath Kidston.

MacMillan’s role, which begins with immediate effect, includes overseeing product development.

She indirectly replaces Crew Clothing’s brand director Lisa Illis, who is preparing to leave the retailer next month.

The retailer has also hired Graham Broomfield as its new ecommerce director in recent weeks, in a bid to increase focus on its digital strategy.

Broomfield joined Crew Clothing from East, where he worked for six months from September 2017 as its ecommerce and customer insight director. Before that, he worked at Olivia Burton for six months as ecommerce director.

He held the same role at LK Bennett for two years until March 2017. He has also worked at companies including Yahoo and eBay.

The appointments underpin a drive to invest in product and multichannel operations after the business was sold in December.

Crew Clothing CEO David Butler told Drapers: “We are very enthusiastic about the ideas, energy and experience both Amanda and Graham are bringing to the business and to the existing team, as we continue to build on the opportunities for the brand which are clearly required in a competitive retail landscape that we all currently operate in.”

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