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Exclusive: Bosideng appoints new London head of design

Chinese retailer Bosideng has appointed a new in house head of design and buying to spearhead a new direction for its London operations.

Amelia Pretious, former head of design and buying at menswear brand Crombie, is taking over from fashion consultancy agency 28bpm, which previously designed for Bosideng London.

Pretious led the design and buying team at Crombie from 2005 and has been credited with the brand’s expansion into luxury stores around the world. In her new position she will develop a “new direction” and design for Bosideng London.

Pretious said: “I am looking forward to embracing and furthering Bosideng’s reputation for quality, flair and functionality. I also hope to establish fresh approaches in our luxury menswear line with clean and contemporary looks. I also hope to establish fresh approaches in our luxury menswear line with clean and contemporary looks.”

The business, which has recently slowed its expansion plans, said it was “maintaining its first year sales targets”.

“With the acquisition and strengthening of the buying and merchandise team, Bosideng are keen to see the progress and development,” it added.

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