Ex-Ted Baker CCO becomes Boux Avenue CMO

By

Nigel TAYLOR

Published
Mar 21, 2023

Ambitious high street lingerie brand Boux Avenue has appointed highly experienced digital/marketing expert Jason Beckley as its new chief marketing officer.

Beckley joins from Authentic Brands Group-owned fashion/lifestyle retailer Ted Baker, where he was chief customer, marketing and digital officer since last January. He has also held marketing roles at Esprit, Ralph Lauren, Alexander McQueen, Alfred Dunhill and footwear retailer Clarks.

In his new role, Beckley will be responsible for the development and delivery of Boux Avenue’s brand growth strategy, as well as focusing on customer experience, brand advocacy, and powering sales both in store and online.

Theo Paphitis, chairman of the brand's parent company Theo Paphitis Retail Group, said he “brings with him a depth of expertise that will guide the brand through the next phase of its evolution.

“His creativity and deep understanding of marketing and customer acquisition will ensure that Boux’s position in the marketplace, both in store and online, will go from strength to strength.”

Beckley added: “I am really inspired and motivated by what Theo and the team at Boux have built. It really is very unique in the retail sector to see such a definitively digital-driven operating model; this will unlock the potential and give us the opportunity to go on and define the category.”

In latest available accounts seen in February, the retailer reported a 43% leap in sales to £67.1 million in the year to the end of last March and a 56.1% rise compared to the pre-pandemic year. The online business also maintained its growth. 

Despite the higher sales, the company made a £1.5m net loss, although this shrank from a loss of £5.6 million a year earlier.

However, Paphitis said that he was “more confident than ever of the success of Boux Avenue, especially given the progress made and response of our customers”.