Crew Clothing will be upping its focus on multichannel services after hiring a new commercial director.
Amy Bastow joined the 78-store lifestyle retailer in February and will work alongside the senior team to drive growth. She was previously strategy and ecommerce director at Cath Kidston. Before this she worked as head of multichannel at US electronics retailer Best Buy and was head of operations at John Lewis.
Bastow’s main priority will be to ensure the multichannel experience is unified. “I want to ensure that our customers receive the same Crew experience whenever and wherever they choose to shop, so I’ll be focusing on the clear communication of Crew’s brand values across our store, web and catalogue channels,” she said.
Her initial focus will be on service. “Crew has a lot of exciting products and upcoming initiatives that people may not be aware of yet, and we want to deliver them in the best possible way,” Bastow said.