Boden on the hunt for new brand director as Penny Herriman resigns

Penny Herriman, a crucial person in Boden’s recent run of growth, has announced plans to step down as global brand director at the end of the year to focus on a new venture.


She was the first global brand director to be appointed at the British clothing company in 2013. With responsibility for all aspects of the brand’s marketing, customer, creative and creative services, Herriman focused on overhauling the brand and driving international growth.

Over the last five years, Boden expanded its business in the US and Germany, and opened two new stores in the UK. It also increased its wholesale operations with partnerships with John Lewis in the UK and Nordstrom in the US.

“Penny is a great member of our leadership team. Her passion for the Boden brand is infectious and she has achieved much here. She will be sorely missed, and I am sure will be equally successful in her next venture,” said Jill Easterbrook, CEO of the brand.

Herriman added: “Boden is a unique family company and I am extremely proud of how the brand has evolved over the last five years. It’s taught me to be entrepreneurial and aim high, so I feel now is the time to leave and challenge myself even more.”

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