Oct 20, 2021
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Missguided names Thomas new digital chief

Oct 20, 2021

Missguided has finally filled the long-vacant key post of chief digital officer. The UK-based online fast-fashion retailer has reportedly poached Nick Thomas from UK health supplements retailer Holland & Barrett.


He’s set to join Missguided in the dual roles of chief digital officer and chief commercial officer, Retail Week reported. He will be responsible for overseeing the e-commerce, marketing, operations and trading functions.

Thomas was chief digital officer at Holland & Barrett for two years, and has also worked for arts & crafts retailer The Works and building products group Travis Perkins.

Missguided has been without a CDO since 2019, when Jonathan Wall exited the business with head of digital, Nicola Tibbs, taking on the majority of his responsibilities.

Thomas joins Missguided at an interesting time for the retailer. In April, founder and chief executive Nitin Passi said the company wanted to expand "aggressively" and that he was looking for possible outside funding to achieve its objectives.

Early last month, Passi was reportedly in talks with a number of parties to invest in the business, including JD Sports Fashion, although there has been no update since.

Since launching in 2009, Missguided it has become one of the major UK names selling fast fashion online. Despite earlier losses, its sales rose 40% to around £290 million in the year to March. It was profitable when costs arising from the pandemic were excluded. 

Earlier this year, Passi said he expects annual turnover to be “closer to £400 million” with a focus on UK and US growth. 

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