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Exclusive: Oasis rebrands under new group CEO

Womenswear retailer Oasis has unveiled a contemporary brand revamp under its new group chief executive, Hash Ladha, Drapers can reveal. 

Oasis will introduce an external strap line called “Lovely Does It” and update its hot pink branding to coral on 11 March. 

Other new features include a change in brand font and a stronger focus on product detailing. 

Ladha, who was appointed CEO designate of the Oasis and Warehouse group in October, said Oasis has been updated to make it “fresh, modern and relevant again”.

The brand’s new advertising campaign will feature philanthropist Katie Piper, chef Nadiya Hussain and actress Kara Tointon.

It comes after Drapers revealed last week that Oasis has appointed Debenhams’ buying director, Delia Phillips, as buying director of Oasis.

Meanwhile, it was also announced that the womenswear retailer will open a “Little House of Oasis” store in Lewis, East Sussex on 8 March. It will open another in Stamford, Lincolnshire in March and a further five in 2019. 





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