Expanding Long Tall Sally names new CMO

By

Sandra Halliday

Published
Sep 25, 2017

Expanding specialist size womenswear retailer Long Tall Sally has named a new Chief Marketing Officer with Lara Bonney set to join the firm on November 6.

CEO Andrew Shapin said she “comes with a wealth of experience working in marketing services, leading teams that drive innovative solutions to solve complex marketing challenges. She’s perfectly placed to help us realise our ambitious growth targets.”

A founding member of the UK Abacus Alliance in 1998, the company said that Bonney is a pioneer of transactional data sharing. As Managing Director for the past six years, she has “successfully grown the business to become the dominant data collaborative in the UK.” She was also included in Data IQ’s 100 most influential people in data-driven business 2017.

Long Tall Sally, which targets women of 5ft 8 ins, certainly does have ambitious growth plans. Since being bought by Germany’s TriStyle from Amery Capital for around £30 million in the summer of 2016, it has announced a number of new initiatives.

The company, which sells primarily in the UK, Germany and North America, gets as much as 70% of its revenue online and unveiled new Irish and Dutch websites this spring.

Late last year it launched its first-ever in-house label with Curatd by Long Tall Sally targeting a more trend-focused younger shopper. And in March it announced its entry into the still-expanding athleisure sector with its Taller and Stronger collection.