Niche retailer Long Tall Sally is drafting in home shopping expert Andrew Shapin as its managing director, as part of plans to grow its home shopping business.
Shapin, who founded the Cotswold Company and was formerly marketing director of Innovations Group, will replace Sian Hession, who is leaving after almost two years to carry out charity work overseas. Shapin will start on August 23.
Hession said she wanted to take a break from the business, but added that Shapin's appointment would help to take Long Tall Sally's multi-channel operation to the next level.
"The team have worked very hard and the result is that sales are on target, and the direct side of the business is doing very well," said Hession. "The increase in home shopping sales is significantly above the national average. We have been making the collection more fashionable and have been attracting more taller women as a result."
About 60% of sales come from home shopping, with the rest from its 35 stores.
Long Tall Sally was bought by former Marks & Spencer boss Maurice Helfgott's investment group Amery Capital in 2004.