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Emma Wisden

Managing director, Urban Outfitters Europe

As Urban Outfitters’ European head since 2015, Emma Wisden has focused the retailer on nurturing an emotional connection with its core Generation Z shoppers, offering experience-led retail both in store and online to help it stand out in the crowded market. To this end, it held a summer pop-up at its London flagship with streetwear store Wavey Garms, as well as DIY events such as tie-dyeing with T-shirt brand Stain Shade for 2019.

Self-described “product person” Wisden has led Urban Outfitters to create a distinct handwriting and build its brand identity. She has also spearheaded a sustainable push: its spring 19 collection with Liam Hodges was made from recycled garments. The latest results for parent company URBN, which also owns Anthropologie, showed UK sales rose 10% to £206m for the year to 31 January 2018. It made a £5.9m profit.

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