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Joanne Twyman

Visual merchandise manager, White Stuff, aged 28

With 10 years of visual merchandising experience under her belt, Joanne Twyman has made her mark in her five-and-a-half years at White Stuff.

She progressed from area visual merchandiser to a senior role and then to manager in May this year, overseeing visual merchandising at 70 shops and managing a 24-strong team. She joined the lifestyle chain from JD Sports where she was an in-store visual merchandiser.

It’s Twyman’s enthusiasm as well as her skills that are propelling her forward. “I enjoy the logic of how people shop and what influences and inspires them,” she says.

The stores are merchandised by stories and colour rather than category. She says: “When you see people buying a whole outfit, when they have appreciated what we do, that’s rewarding.”

White Stuff retail director Helen Marshall says: “Jo has set White Stuff apart from the rest of the high street in terms of visual merchandising, making outfit building simple for the customer. Her future is looking bright, as White Stuff continues to expand with 12 store openings per year, and plans to go international.”

Twyman has to be particularly creative in making the merchandise work. But she enjoys the challenge: “There’s nothing I like more than going into a completely empty store and creating an entire brand experience, something that everyone can enjoy, at the same time as making it easy for people to shop.”

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