The Dune Group has appointed the former international head of marketing at lingerie retailer Agent Provocateur to the new role of head of marketing.
Hind Hadj joined the footwear business this week to raise awareness of the Bertie and Pied a Terre labels, which it acquired last year and which will open standalone stores this spring.
Two Bertie stores and one Pied a Terre store will open this spring in central London.
The Dune Group chairman Daniel Rubin said: “We have a marketing strategy - it is not finalised yet as Hind has just started. The ranges are selling better and we want to make them more widely accepted.”
The business previously relied heavily on PR, according to Rubin, but will now invest further in above-the-line advertising.
The Dune Group comprises the Dune chain and Shoe Studio Group labels, which include Pied a Terre and Bertie.
Shoe Studio Group was bought out of administration by The Dune Group last year.