Boohoo Group has named Samantha Helligsø as the CEO of its newly acquired MissPap brand.
She will join the brand in January next year, marking a return to the group where she began her career. She started out at Boohoo 12 years ago as part of the marketing team put together by co-founder Carol Kane.
After leaving the brand she joined Bench in 2011, and then Missguided a year later. She started as the Creative Manager and worked her way up to become Brand Director last year.
Her marketing background will prove key in helping MissPap achieve the same global recognition as other brands under the Boohoo umbrella, including PrettyLittleThing and Nasty Gal.
Boohoo’s group CEO, John Lyttle who recently joined it from Primark, said the MissPap brand has “great potential and represents an exciting opportunity as we extend our multi-brand platform”. He also called Helligsø “outstanding and highly-regarded”.
