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Nigel Addison

UK and Republic of Ireland sales director, Eveden Group

What does your job involve?

Being sales director of the Eveden lingerie and swimwear brands Freya, Fantasie, Fauve, Elomi, Goddess and Huit means I’m responsible for the sales and management of the UK and Republic of Ireland territory.

The UK and RoI team consists of approximately 20 managers, reps and admin staff who all report directly to me. I oversee the service to the large national accounts such as Debenhams, House of Fraser, John Lewis, Selfridges, Harrods and Harvey Nichols, our etail customers such as Bravissimo and Figleaves, and independent lingerie retailers. Fit and service are paramount at Eveden, so part of my role involves overseeing the 70 fitting consultants who sell both our lingerie and swimwear ranges within key department stores.

What skills do you need?

You need to be passionate about the products that you sell and have belief in the brands, as well as the expertise to go with it.

What do you like and dislike about your job?

There are lots of things I like. I enjoy working with the support of the like-minded and passionate personnel throughout the organisation, and the fact that there is always a new challenge within the portfolio of our brands.

How did you get to where you are today?

My background has always been in fashion and I’ve had the opportunity to work with a number of great brands, so my decision to move to Eveden was a natural progression really.

What is your proudest career achievement to date?

There are two proud achievements that stand out for me. The first one has to be the growth and market position achieved at menswear brand Duck and Cover, and I’m very proud of the success we’ve achieved with the recent additions of luxury lingerie labels Fauve and Huit to the Eveden portfolio, which are now firmly established with key retailers.

What is your ambition?

In the short term my ambition is to increase the shopping options for the curvier consumer by replicating the online sales growth of our fuller-figure lingerie brand Elomi, which goes up to a K cup, through bricks-and- mortar outlets, because this is an important section of the market that often is not fully considered. In the longer term, my ambition is to have all of the Eveden brands follow in the footsteps of Fantasie and Freya, by securing the leading position in their sectors.

I will also be concentrating on developing Freya’s sub-brands, Freya Active sportswear and Freya Lounge.

How do you intend to get there?

I intend to help get us there through lots of hard work and through focused strategies, exciting quality lingerie, strong marketing initiatives and via our award-winning customer service.

What three words sum you up?

Driven, realistic and determined.

What advice would you give to someone wanting to follow in your footsteps?

Learn the skill of listening, because it’s absolutely vital. You will need to be able to constantly adapt, make bold but considered decisions, and most importantly, never give up. 


2008  Sales director, Eveden

1998  Sales and marketing director, Duck and Cover

1996  Sales director, Winterland

1985  Sales director, French Connection

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