Boohoo's MissPap finds new CEO at Missguided

By

Sandra Halliday

Published
Sep 23, 2019

Fast-growing e-tailer Boohoo Group has named MissGuided exec Samantha Helligsø CEO of its recently acquired MissPap brand with the role marking a return to Boohoo for the new appointee.

Joining in January next year, she actually began her career at Boohoo 12 years ago as part of the team put together by co-founder Carol Kane in the marketing department.

Since then, she’s built up a strong CV in the UK fashion sector, leaving Boohoo to move to Bench in 2011 and joining Missguided a year later. She worked her way up from Creative Manager there to become Brand Director last year in charge of the strategic brand vision for global campaigns.

That strong marketing background should be key as MissPap works to achieve the kind of recognition that Boohoo’s signature brand, its PrettyLittleThing label and it’s well-known Nasty Gal brand already have.

She knows how to tap into the mood of the moment and grab attention while doing it and was the individual who drove the decision to stop airbrushing Misguided model shots to remove ‘imperfections’.

Boohoo’s group CEO, the still-new John Lyttle who joined it from Primark, said the MissPap brand has “great potential and represents an exciting opportunity as we extend our multi-brand platform”. He also called Helligsø “outstanding and highly-regarded”.