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Sergio Bucher: everything you need to know about Debenhams' new CEO

After months of speculation the retail world woke up to the surprising news this morning that Debenhams’ top job has gone to former vice-president of Amazon Fashion Sergio Bucher. Drapers tells you everything you need to know about the CEO-elect.

  • Bucher joined material specialist DuPont, which makes nylon, Lycra and Teflon, in 1987 as a business analyst for the fibre manufacturer’s business services division.
  • Bucher remained at the firm until 1997, by which time he had worked his way up to the position of marketing communications manager of Lycra, Europe.
  • In 1998 Bucher joined Spanish retail group Cortefiel as merchandising director for womenswear retailer Women’s Secret. He had overall responsibility of product line definition, supplier selection, collection manufacturing, logistics and purchasing budget.
  • Bucher joined Spanish retail giant Inditex in 2000 as general manager of its lingerie and homeware business Oysho. Having joined at its launch Bucher was responsible for rolling the business out internationally using Zara’s processes and systems.
  • In 2004 Bucher turned his attention to sportswear, becoming retail director for Spain and Portugal for Nike, looking after retail and wholesale. He was promoted to general manager of Nike retail for the Europe, Middle East and Africa region in 2007.
  • Bucher jumped ship for rival brand Puma in 2009, becoming general manager of global retail. In 2012 he became general manager of Europe for Puma and was responsible for retail, wholesale and online for the brand.
  • In 2013 Bucher joined Amazon as vice-president of fashion for Europe and looked after the direction of the retailer’s clothing, footwear and accessories business.
  • Bucher spoke at Drapers Fashion Forum in 2014 and told delegates the business had grown its fashion credentials at an “incredible rate”, stocking more than 9 million products – equivalent to 10 London Westfield shopping centres.
  • In December 2015 Bucher was placed at number 10 in Drapers Top 100 list of the most influential people in fashion.
  • Former Marks & Spencer womenswear director Frances Russell joined the team as vice president of clothing for Amazon Fashion EU in February 2106. 
  • Talking about his outlook for 2016 Bucher told Drapers value for money would be paramount for the year ahead: “In 2016 I think the market will continue to further polarise around strong brands and affordable fashion – consumers are wise and want the best value for money. The most successful brands will be those that can meet customers’ quickly changing moods and tastes by being nimble. Mobile sales will continue to rise as customers become increasingly comfortable buying fashion on the move.”

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