Kate Bostock heads to Coast

Kate Bostock, the former Executive Director for General Merchandise at Marks & Spencer, who left Asos in a shock departure in July, is heading back to the high street as chief executive of Coast. Bostock, who quit Asos after just seven months

as Executive Director Product and Trading, claiming it was “not the right place” for her, will replace Coast’s former boss Margaret McDonald, who left to join US lingerie retailer Victoria's Secret in July.

The former Marks & Spencer clothing boss will join the occasionwear specialist in September, and will work alongside chairman Derek Lovelock to expand the brand globally and within Britain and to widen its appeal beyond formal wear.

“I have known Kate for a number of years and am extremely excited by her joining Coast. Kate has a natural affinity with the brand and is the perfect choice for us,” Lovelock told The Telegraph. “Her experience in meeting customers’ demands and in product development, allied with her expertise at leading teams and implementing strategic plans will be invaluable to Coast.”

Commenting on her appointment, Bostock added: “I am thrilled to be joining Coast, a brand that I love. It has a unique proposition with huge potential for the future both in the UK and internationally, as well as a very successful online channel.

“I see a real opportunity to broaden the brand’s offering to appeal to women of all ages who want to find the perfect outfit for any occasion.”

Kate Bostock returns to the high street as Coast chief executive

Her appointment comes after Coast's former parent, Aurora Fashions, partly owned by Icelandic bank Kaupthing, unveiled plans earlier this year to make Coast a standalone retailer, while its two other retailers Oasis and Warehouse would be combined into a new business.

In March, the decision to restructure Aurora Fashions and to separate Coast from the other brands was to allow the retailer to “build upon its position as the occasionwear specialist” as well as to continue its international expansion. Currently, Coast has 370 shops in 26 countries and generates 35 percent of its sales overseas.

Images: Kate Bostock / Coast