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Americana’s head of ecommerce quits

Nik Burton, the head of ecommerce at Americana International, owner of young fashion brand Bench, has left after almost a year-and-a-half in the job.

Burton joined from Thomas Cook-owned travel company Gold Medal Travel in August 2010 with a brief to drive online sales.

At the time it was reported that Burton would oversee the development of online operations at Bench, with plans to launch multilingual websites targeting mainland Europe. Americana said it was targeting a fourfold increase in Bench’s online sales during the next three years.

However, Burton left Americana in December and has since taken up a role at Peak Adventure Travel Group. It is not known whether he has been replaced. The company was unavailable for comment.

Last January, Americana was put up for sale with a price tag of about £250m. HG Capital, the private equity firm which has held a controlling stake in Americana since 2007, hired financial adviser Rothschild to find a buyer for the Manchester-based business.

However, subsequent reports suggested the sale plans had been put on ice as they were unlikely to get maximum value for the business due to the uncertain economic climate. 

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