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Nicola Matthews hired to drive kidswear brand

Seasoned womenswear director Nicola Matthews is to join kidswear brand I Love Gorgeous, tasked with creating a robust strategy to drive growth.

Matthews, who was most recently merchandising director at Jacques Vert, is joining the label as general manager in June and will be responsible for commercial operations, focusing on buying and merchandising. Matthews said she had taken the job as a professional and personal move, having bought product from I Love Gorgeous for her children for many years.

She said: “With it being a tough market, you have to go with the brands you think have room to  grow. It is a beautiful brand with a clear identity, and has a DNA that is likeable.”

Matthews has been charged with developing a robust business strategy.

“We have good times ahead,” she said. “Kidswear is only touching the surface of the growth it has coming.”

Prior to her time at Jacques Vert, Matthews was head of merchandising at womenswear chain Hobbs. Before that, she was merchandise manager at premium womenswear retailer LK Bennett for two years and merchandise planner at Gap for three years.

I Love Gorgeous’ stockists include Harvey Nichols and Liberty in London and Barneys in New York. It also has a store in Notting Hill, west London.

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