Nikki Tattersall new Debenhams Group CPO to accelerate youth brand turnaround

Debenhams Group have announced the appointment of Nikki Tattersall as Chief Product Officer, as it accelerates the turnaround of its youth fashion brands. Nikki was previously at ASOS, where she held senior leadership roles across buying and product, most recently as Buying Director.

During her 15 years there, she led womenswear buying across own-brand and third-party, and played a key role in developing next-generation brands. In her new role, Nikki will lead product strategy across the Group’s youth brands, focusing on sharpening their offer and building on their distinct identities.

Her appointment is a key step in building on the progress already made in the Group’s turnaround strategy for its youth brands, which is focused on driving continued growth by deepening customer engagement and evolving each brand, alongside the expansion of the Group’s marketplace model across these brands.

This follows the proven success and continued scaling of this model within the Debenhams brand. Debenhams Group has built strong momentum over the past year, recently reporting results ahead of expectations, with full-year Adjusted EBITDA of £53m for FY26. With a global social following of over 46.

5 million and a loyal international customer base, the youth brands have a strong foundation for their next phase of growth. Inspiring our customers with products we know our customers will love is at the heart of our strategy and Nikki brings exactly the experience we need to do this.

She has a real instinct for what customers want – and what they don’t even know they want yet – with a strong track record of discovering and building brands that resonate at scale.

As we continue to build on the strong progress across our youth brands, her leadership will be key to taking our product offer further, strengthening each brand’s identity and deepening our connection with customers. The Group has real momentum behind it, and this is an important step in accelerating that further.

– Dan Finley, CEO, Debenhams Group I’m excited to be joining Debenhams Group at such an important moment. These are brands that pioneered how we shop for fashion online and have played a big role in shaping how young women discover fashion, express who they are and who they want to be.

There’s a real opportunity to build on that and continue that momentum with a new generation of customers while maintaining their already strong following.

The focus now is on continuing to understand the customer, getting even closer to what they want, and building on the strong foundations already in place with ranges that feel fresh, distinctive and right for them. I’m looking forward to working with the teams to take these brands into their next chapter.

– Nikki Tattersall, Chief Product Officer, Debenhams Group