POWER LIST 2017: Retail Stars – Jenni Burt, head of buying, Figleaves

Jenni Burt, head of buying, Figleaves.

With an unwavering passion for product, Jenni Burt joined the Figleaves team as head of buying in March 2014 and is responsible for driving the creative vision for private label, as well as setting the direction for the branded portfolio.

Since her appointment, she has played a pivotal role in growing Just Peachy and Figleaves swimwear and launching Lulu Tout, a romantic lingerie and nightwear collection in cup sizes A-H, and Figleaves Boudoir.

In 2016, Figleaves’ own-brand swimwear range saw double digit growth and the team has continued to create fashionable and functional swimwear that consumers can wear up to a G cup.

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Burt is also responsible for bringing in new branded collections from labels such as Nubian Skin, Lepel London and Maison Close, and has helped drive growth across destination areas such as activewear.

In December 2015, Figleaves launched an activewear boutique dedicated to supportive bras and breathable basics.

The boutique is designed to offer a complete workout wardrobe for the gym, pool and studio. Products range from high-performance sports bras to comfy styles designed for low-impact exercise like yoga.

In September 2016, Figleaves launched a new full-responsive website that is expected to drive future customer recruitment to the brand.

At the same time, the brand was relaunched with a stylish and contemporary look and feel, with a new logo, photography and tone of voice.

Speaking to Lingerie Insight in December, Burt said: “Managing the re-brand of Figleaves was the biggest challenge we faced in 2016. It is a challenging journey to take an established brand and bring it up to date, not only for the now, but for the future. The process took over a year from concept through to launch.”

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Profile

Company: Figleaves
Address: 2nd Floor, 29 Broadwater Rd, Welwyn Garden City, AL7 3BQ
Tel: 020 8492 8000
Twitter: @figleaveshome
Website: www.figleaves.com
Focus: Online retail

 

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