Missguided names Nicola Tibbs new digital chief

By

Sandra Halliday

Published
Jan 3, 2019

Fast fashion retailer Missguided has named a new digital leader after its chief digital officer left the company to become UK general manager at home security business Simplisafe.

But the company has not directly replaced the former exec with another director-level role. Instead, specialist retailer Dawsons Music’s head of e-commerce Nicola Tibbs has been named as its new head of digital.

That’s perhaps a surprise given how crucial digital is to the company that is still primarily an online seller. It has only two physical stores in Westfield Stratford and Bluewater, plus two Selfridges concessions in Birmingham and Manchester.

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Rather than replacing Wall, Tibbs will take on most of the responsibilities of the firm’s former e-commerce director Mark Leach, who exited the firm last July. The well-respected Tibbs has been at Dawson’s for six years and was previously e-commerce head at Findel’s Confetti Network, Retail Week reported.

Jonathan Wall had been on an annual contract and left the company last month. He told Retail Week that the Missguided role had been an “exciting challenge” that had helped the team “take the next steps on their journey of growth.”

Although he’s now heading to Simplisafe, he’s well thought of in the fashion sector and last spring was appointed as a non-executive director at fast-expanding plus-size brand Yours Clothing. In that role he was tasked with supporting the executive team as the brand expands both inside and outside of the UK and moves across channels.