An image from Boden's Spring/Summer 2019 campaign.

LONDON — British retailer Boden is ramping up its digital and consumer engagement efforts, hiring former Tory Burch and Burberry staff member Shaun Perkinson as chief technology officer, a new role.

Boden began life in the Nineties as a mail order catalogue and has since expanded online and into wholesale and brick-and-mortar stores. The company is now looking to fine-tune its multichannel offer, and said one of the main reasons it hired Perkinson was to “improve and personalize” the Boden customer experience.

Perkinson was most recently at Tory Burch, where he was vice president of technology, digital, retail and enterprise, and from 2013 to 2017 he served as vice president, technology at Burberry, where his remit was to help create a unified brand experience and consistent customer journey.

Prior to Burberry, he was chief technology officer at Associated Newspapers, where he helped to build and broaden the reach of Mail Online, which is now the largest online newspaper.

He will begin work on April 23, reporting to chief executive officer Jill Easterbrook, and will be based at Boden’s headquarters in London.

“This is a newly created and important role for us as we build Boden into an international, multichannel retailer,” Easterbrook said, adding that Perkinson’s experience “will enable us to be even more focused on our digital platforms, delivering the best experience for our Boden customer.”

Last year, founder, owner and creative director Johnnie Boden said in an interview the company was working on a major transformation of the site.

“The real buzzword in web sites is personalization so, basically, when people log on they’re ‘served up’ the types of images that are relevant to them. Online is about giving people more personal experiences,” he said.

Boden saw sales climb 13 percent to 347.1 million pounds in 2017, with pretax profits hitting 27.3 million pounds. In 2018, the brand chose Nordstrom as its first U.S. retail partner and now sells through 50 of the department store operator’s doors.

Over the past two years, Boden has opened its first brick-and-mortar stores, on the King’s Road in London and at Westfield London.

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