Alasdhair Willis and Emma Cook join Warehouse

High street fashion retailer Warehouse has appointed Hunter creative director Alasdhair Willis and print designer graduate Emma Cook to join the brand as it looks to relaunch in time for its 40th birthday next year.

Willis has been brought onboard to work with the existing management team as a brand consultant, he will be "instrumental in the relaunch 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," the company said in a statement.

He will work on the Warehouse relaunch alongside his role at Hunter as creative director, a position he has held since 2013, where he was brought in to help the heritage boot brand move into being a global lifestyle and fashion brand, as well as his other brand consultancy work.

Commenting on his new appointment, 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.”

Warehouse appoints Alasdhair Willis and Emma Cook ahead of relaunch

Joining Willis as part of the new-look Warehouse is British designer Emma Cook, who has been named as the high street chain’s new creative director. The Central Saint Martins graduate has previously worked with Ghost and Liberty, as well as working on her own eponymous label, which debut at London Fashion Week in September 2001. Her first full collection for Warehouse will be during 2016, ahead of its relaunch next autumn.

“As a British designer I’m thrilled to be joining Warehouse at such an amazing time for the brand,” said Cook. “I’m really looking forward to help establish the brand's new DNA and to champion a new vision for the British high-street.”

Warehouse CEO Liz Evans added that she was "delighted to be welcoming Alasdhair and Emma at such an important milestone for the brand”.

Warehouse was founded in 1976 as a single store on London’s Duke Street and it has grown to over 350 stores in the UK.

Images: Warehouse