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Kate Bostock to join Coast on its journey as a standalone omnichannel retailer

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Kate Bostock is to join Coast as chief executive to lead the occasionwear brand on its journey as an international, omnichannel retailer, it was announced today.

The news comes just weeks after Bostock quit fashion pureplay Asos following just six months in the job. Both Asos’ chief executive Nick Robertson and Bostock are reported to have said Bostock’s fit with the fast-moving online retailer, where she was executive director of buying and merchandising, wasn’t right.

Today Derek Lovelock, chairman of Coast, emphasized Bostock’s “natural affinity” with Coast, which she will join in September. “I have known Kate for a number of years and am extremely excited by her joining Coast,” he said. “Kate has a natural affinity with the brand and is the perfect choice for us. 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.”

Bostock said: “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.”

Coast emerged as a separate brand when the Aurora Fashions group took the decision to move towards a flatter management structure in order to produce more agile retail brands. At the time, Coast was said to be developing a position as an occasionwear specialist with new flagship stores, a new website and international expansion. Some 35% of its total sales come from overseas.

Before moving to Asos , Bostock spent eight years at Marks & Spencer where she was executive director for general merchandise and a board member. She also previously worked at Next and at George.

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