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Emily Potter

Head of visual merchandising, Bestseller UK, aged 23

Is it possible for a 23-year-old to be a UK-wide head of visual merchandising? In Emily Potter’s case it is. And she’s already been at Bestseller UK since mid-2009 where she works across six brands - Jack & Jones, Vero Moda, Name It, Selected Homme, Only and Vila.

Potter got her first break at premium indie Sarah Coggles in York where she worked part time as a 15-year-old. She then worked full-time at Marks & Spencer as a visual merchandiser, also in York, for two years before moving to Jack & Jones, followed by a role at Diesel, before moving back to Bestseller, which operates the Jack & Jones chain.

Potter is recruiting a team of 10 people to handle all the brands’ expansions for the spring 11 season. She currently manages two people.

She says of her role: “Bestseller trusts my judgement and gives me free rein. I have a great mix of being on the road, having a hands-on job and getting involved with the whole team for store openings. It’s a great feeling. But I’ve got quite a commercial head on my shoulders, and seeing the return is just as exciting as seeing a well-styled mannequin.”

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