KATE Bostock, former head of general merchandise at Marks & Spencer, is to make a return to the high street next month as chief executive of Coast, the womenswear brand confirmed yesterday.
Bostock’s appointment comes just weeks after she stepped down from Asos after a short-lived seven month stint as executive director at the online fashion retailer.
Coast, which sells occasionwear popular among bridesmaids and wedding guests, is part of Aurora Fashions and has around 370 stores and franchises across 26 countries.
It was spun off as a standalone company earlier this year, prompting speculation that group was preparing to sell the brand. But a person close to the group said there were no plans at present to sell.
“I am thrilled to be joining Coast, a brand that I love,” said Bostock. “I see a real opportunity to broaden the brand’s offering to appeal to women of all ages.”
Aurora was bought out of bankruptcy in 2009 and is now majority owned by Icelandic bank Kaupthing.
Bostock, one of the most high-profile names in womens’ clothing, spent eight years at M&S and was product director for Asda’s George brand and head of childrenswear at Next.