Loaf has hired In The Style boss Sam Perkins as its new chief executive.
The homewares retailer has appointed Perkins as its founder Charlie Marshall steps aside, Retail Week reported.
Perkins, who is set to exit In The Style at the end of December, will join Loaf in February next year.
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Marshall launched Loaf in 2008 and will remain a significant shareholder, as well as its brand guardian. He will remain on Loaf’s board and focus on product, marketing and brand.
Loaf has also hired former Made.com chief product and sourcing officer Nicky Line as chief product officer. She will join in January.
Perkins is expected to bring with him a “proven track record of delivering strategic and commercial success”.
He has a “strong understanding of brands, from disruptive social-influencer businesses to traditional high-street retailers”.
