Feb 25, 2022
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UK's FitFlop appoints new technology chief to drive omnichannel

Feb 25, 2022

FitFlop, “the maverick wellness footwear company”, has hired a chief technology officer to drive the retailer's “omnichannel transformation”.


Sal Usmani has joined from UK luxury brand Belstaff and is “tasked with ensuring innovation, data and technology will be at its centre”.

“Providing insight, while compiling frameworks that complement FitFlop’s overall growth plan” will be at the heart of his role.

Usmani joins with extensive background in technology with 20+ years of experience managing multi-channel business applications in a strategic environment.  He was previously technical director for Belstaff from 2018 to January 2022. Previous to that be fulfilled similar roles at luxury goods group LVMH and design studio Conran.

In his most recent role at Belstaff, “he managed a complete end-to-end business transformation, spearheading numerous omnichannel projects which enhanced the customer experience”.

Usmani said: “FitFlop is a dynamic brand and I am excited to have joined the team at what feels like a pivotal moment and I am delighted at the prospect of helping this business reach new heights.”

CEO Gianni Georgiades added: “As we begin our journey in transitioning to an omnichannel organisation, it requires truly exceptional talent to spearhead our technological ambitions and advancements. Sal is that talent and an exciting addition to our executive team, bringing the expertise required to drive continued growth in innovation, data and technology”. 

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