Rimal Patel, online director at Tesco, is set to join Joules as wholesale and partnerships director.
Patel will be responsible for “strengthening and driving Joules’ partnerships both in the UK and target international markets” according to Joules.
Patel is set to start the new role on August 16, after nine years at Tesco.
Patel has previously held senior positions at John Lewis and the Shop Direct group and started his career at PWC.
Patel will join the fashion retailer’s board and will report to Joules’ chief executive Nick Jones.
The news comes after Tesco’s chief strategy and innovation officer left to join Amazon after 30 years in July.
Joules grew over the pandemic, reporting revenue increase of 4 per cent for its most recent financial year, beating analyst expectations to hit approximately £199 million as result e-commerce growth.
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