May 17, 2017 | By WGSN Insider
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Interesting times for ambitious Warehouse. The UK high street brand has appointed Emma Cook design director in the first of a number of influential key appointments to be announced under the new brand direction. Also new to the retailer is a brand consultant Alasdhair Willis who joins the Warehouse board.
Cook, whose industry experience includes roles with various international fashion brands as well as establishing her own label, will present her first collection for Warehouse next year with an in-store date set for autumn /winter 2016/17.
Cook said: “I’m really looking forward to help establish the brands new DNA and to champion a new vision for the British high-street.”
Working alongside the Warehouse management team, Willis, the husband of designer Stella McCartney “will be instrumental in the re-launch of the Warehouse brand from the delivery of a new brand proposition, brand identity, product handwriting, new store concepts and roll out through to the brand’s digital experience”, said the retailer.
Willis said: “This is going to be an incredibly exciting journey for Warehouse as we re-launch this iconic British brand. As a creative consultant I’m passionate about British brands so when one comes along that I see has the potential and an opportunity to do something inspiring, meaningful and relevant to today’s consumer then I get excited…Warehouse has these elements.”
CEO Liz Evans added: “We are… very excited to be going hand in hand with such authorities in the design and creative fields carving the way for the new Warehouse.”
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