Boden appoints new director of digital experience

British fashion and lifestyle retailer has named former Ralph Lauren director Phil Lewis as its new director of digital experience, as it looks to “further strengthen” this area of its business.

Lewis, served as former senior director of product management and e-commerce for the Asia-Pacific region at Ralph Lauren since 2013, he joins Boden with immediate effect. His new role will see him completely overseeing the fashion retailer’s online business.

Prior to working at Ralph Lauren, Lewis was a managing consultant at IMB Australia and Hong Kong.

Commenting on the appointment, Boden brand director, Penny Herriman, said: “We are looking forward to welcoming Phil to Boden. We put the brand at the heart of everything we do, and that includes the digital experience.

“We aim to provide the customer with a brilliant brand experience at every point and this new appointment will further strengthen this area of our business.”

Image: Boden website