Online multi-brand retail platform Unbound Group named former M&S and Arcadia executive Davies as chief product officer earlier this week.
Speaking exclusively to Just Style, Watson says he will work with Davies to formulate the company’s apparel strategy.
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“Phase one of our entry into the apparel market will be through Unbound Group’s curated partner programme. We are currently in advanced discussions with a number of third-party brands, and will launch in summer 2022.”
At launch, Watson notes Unbound will offer a range of apparel and an extended partner footwear offering, specifically targeted at the active lifestyles of its customers.
“Following the successful execution of our third-party brand strategy, we plan to explore an own-brand apparel range. Sarah’s extensive background covers both footwear and clothing, and Sarah has a specialist understanding of our demographic through her experience at M&S and Debenhams. Sarah will collaborate with me to formulate and develop Unbound Group’s own brand, differentiated apparel strategy,” he adds.
Davies has previously held executive buying roles at Marks & Spencer and Arcadia, where she was buying director for Dorothy Perkins, and held roles at Jones Bootmaker, Debenhams, and Tesco where she launched and delivered its in-house footwear within the F&F clothing department.
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By GlobalDataHer appointment comes after Unbound Group was listed on the London Stock Exchange’s AIM market on 1 February and its Hotter Shoes brand was recently named the latest third-party brand to partner with M&S.
The partnership with M&S saw Hotter launch on M&S.com on 17 February with an initial offering of 32 products that will increase to 75 available directly via M&S.com.
The specially curated Hotter range for M&S.com is centred around comfort and active footwear and includes the comfort brand’s Gore-Tex range.
Brands at M&S initially launched for M&S’s 22m clothing and home customers last spring as part of the retailer’s plan under its MS2 division to curate a platform of brands that are relevant for its consumers and encourages them to shop more frequently online.
