Loaf has again turned to the fashion sector for senior management.
Six months after Theodore Sheppard joined from River Island to become chief commercial officer, the chain has recruited Sam Perkins, In The Style ceo to lead the company.
Charlie Marshall, Loaf founder and ceo will remain a director, focusing on focus on product, marketing and brand.
Perkins is due to leave In The Style at the end of the month and will start at Loaf in February.
A month before he begins work, Nicky Line, former Made.com chief product and sourcing officer will start as Loaf’s chief product officer.
