Former Bonmarché boss Helen Connolly is to join New Look as chief commercial officer where she will work with CEO Nigel Oddy to enhance the UK fashion retailer’s product offer and sourcing strategies.

Connolly, who served as CEO since joining Bonmarché in August 2016, succeeds Roger Wightman who is leaving his position of chief product officer after 30 years.

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Prior to leading Bonmarché, which fell into administration in October, Connolly served as director of buying, womenswear and lingerie, for George at Asda and as head of buying at Dorothy Perkins. She will join New Look on Monday (13 January).

“As we look ahead to launching our new customer strategy, I am delighted to appoint Helen to the new role of chief commercial officer. She has a wealth of ‘affordable fashion’ expertise, and 20 years’ experience in buying, design and sourcing, which will help us to continue to strengthen the broad appeal of our product and build on our distinctive offer,” said Oddy.

Connolly added: “I am thrilled to be joining New Look at such an exciting time for the business. I look forward to working with Nigel to continue to enhance the product offer and sourcing strategies, and to capitalise on the many opportunities that lie ahead in these challenging times for retail.”

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The UK fashion retailer recently narrowed its losses in the first half of the year by GBP30.7m to GBP11.2m (US$14.4m), from a loss of GBP41.9m a year earlier.

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Total revenue, however, fell to GBP523.8m from GBP601.1m in the prior-year period, while UK and ROI like-for-like sales were down 7.4%.