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Published
Dec 8, 2022
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Brand Machine Group creates new Chief Technology and Operating Officer role

Published
Dec 8, 2022

Brand Machine Group (BMG) has named Daljit Bhasin as Chief Technology and Operating Officer. The new position comes as part of the retail group's push towards global expansion.


Brand Machine



The international fashion brand owner and licensing specialist handles a portfolio of brands including its own Penfield and Duchamp. It also works with licensed labels such as Ben Sherman, Elle Junior, Franklin & Marshall, Jack Wills, Juicy Couture, Lyle & Scott, Lee, Original Penguin, and US Polo Assn

Daljit Bhasin previously worked across Torque brands, Levi’s, Accenture and Tesco and “brings a wealth of experience notably from within the digital sector, alongside a proven background of cross-sector, cross-border and operational transformation”.

He said it’s an exciting time to join the business: “The landscape has changed over the last two years, omnichannel is now a new normal and the extension of channels and optimisation of space and reach to consumer are crucial in the future development of our partnerships and technology. I’m looking forward to joining a group that’s expansion to date is exceptional.”

CEO Boo Jalil added: “Further optimising and integrating our product journey from source to consumer is a key driver in our three-year strategy. Daljit’s impressive history of delivering operational excellence and systems makes him a great additional to the businesses senior leadership team, and I am pleased to have him on board.”

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