Marks & Spencer has hired a vice-president of Asda’s George brand to head its online clothing business as it pivots further to be a digital-first retailer.
Stephen Langford will start at Marks & Spencer as ecommerce director in just over a week’s time. Chief executive Steve Rowe said Langford will be “responsible for driving the transformation of our ecommerce business, helping to turbo-charge M&S.com and become an online winner in clothing and home”.
Langford will report to M&S’ new clothing and home managing director, Richard Price, who joins from Tesco in July to spearhead attempts to revive M&S’ apparel arm.
In a memo to staff, Rowe said: “Stephen knows the M&S business, having worked as our first multichannel merchandising manager in 2006, and since then has broadened his experience of transformation at Tesco and latterly as vice-president at George. During his time at George, he has led a significant change programme; growing market share and brand equity as well as lowering the cost base of the business.”
Langford joins M&S as it seeks to accelerate its online business after the coronavirus lockdown which led to the closure of non-essential retail stores such as fashion groups.
While M&S’ online clothing sales rose during the pandemic, growth was “not as fast as expected”, the retailer reported today in its annual results. The operation “is being reorganised under new leadership as part of the post Covid-19 programme”.
However, in recent weeks about 365,000 of M&S’ existing customers shopped online for the first time, and the retailer drew another 315,00 new shoppers, or customers returning after more than a year.
Simon Wood, who has been acting director of ecommerce on an interim basis, will resume his former role of head of operations at M&S.com following Langford’s appointment.
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