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N Brown Group has announced Oasis managing director Sarah Welsh is to join the online, catalogue and store retailer in the newly created role of retail CEO.

Welsh will join the business on 30 March and will report directly to group CEO, Steve Johnson.

She will be responsible for all aspects of product including buying, merchandising, design, fit, trading, sourcing and partnerships, supporting the execution of N Brown’s retail-led strategy to deliver profitable, digital growth.

The appointment comes as the group is in the midst of a strategic review.

“Sarah joins N Brown at an exciting time as we continue with our strategy to deliver sustainable, profitable growth. She brings a wealth of relevant experience, not least in building strong and empowered teams to develop brand propositions. Her experience will be important in further improving and developing our product offering,” Johnson said.

Welsh brings more than 25 years of retail and brand experience and joins the business from UK retail brand Oasis where she has spent 18 years, most recently as managing director.

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She has also served in senior roles at both River Island and Miss Selfridge.

“I look forward to strengthening their vision of ‘democratising fashion’ by enhancing the product proposition for customers who feel underrepresented and underserved,” said Welsh.

Welsh’s appointment comes just weeks after the company lowered its annual adjusted pre-tax profit guidance amid a drop in third-quarter revenue.