British clothing retailer Allsaints has appointed Nichole Strydom as its new Chief Merchant. She comes from Zalando and will take up her new position on May 5th.
In this role, Strydom will be responsible for leading the company’s global merchandising strategy, Allsaints said. She will be responsible for purchasing, merchandising and procurement across all regions and channels. Strydom will work alongside Chief Creative Officer Aaron Esh. Your role is to support the creative team with commercial implementation to accelerate growth.
Allsaints Chief Executive Officer (CEO) Peter Wood highlighted Strydom’s “proven track record of driving performance in complex and fast-moving international retail markets”.
“Their expertise will help us leverage customer and partner insights, sharpen our execution, and ensure our merchandising operating model delivers on our brand,” Wood continued.
Strydom comes to Allsaints from Zalando, where she most recently worked as Commercial Director Premium for the Berlin e-tailer. This position was part of her 20+ year career in the global fashion and retail industry.
“Allsaints has a distinctive creative identity and a strong global following. Retail is evolving rapidly as customer expectations change, and I’m excited to join the brand at such a pivotal moment,” said Strydom. “My focus will be on aligning commercial strategy with customer insights to drive sustainable growth, deepen brand affinity and support Allsaints’ continued development.”
Zalando looking for a successor
It is currently not clear who will take over for Strydom at Zalando. The online retailer is currently in the process of regulating the successor to the position of Commercial Director Premium, a spokesman explained when asked by FashionUnited. We will report on the current status in due course.
“We are very grateful to Nichole for her commitment and the valuable contributions she made during her time at the company and wish her all the best for her future,” says Berlin.
This article was created using digital tools translated and updated on March 30, 2026 at 3:31 p.m. with a statement from Zalando.
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