White Stuff has appointed The Body Shop’s US managing director Toby Milton to the newly-created role of multi-channel director.

He will join in October, responsible for delivering a “consistent customer experience and trading stance” across all the clothing retailer’s channels, including in-store, online, wholesale and marketplaces.

White Stuff chief executive Jo Jenkins commented: “We are committed to delivering amazing customer experiences no matter how they choose to shop.

“Toby’s extensive multi-channel experience and proven track record growing international brands will allow us to do this to the very highest standard.”

Milton worked with L’Oreal for over five years, before joining The Body Shop as managing director.

White Stuff’s total sales increased 2.6 per cent over the year to 27 April, although profits were pegged back by more investment in online marketing and increased discounting.

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