In an exciting development for The White Company, Fiona Gaughan has been appointed as the new chief commercial officer (CCO), effective October 6. Gaughan brings a wealth of experience from her previous roles in the fashion industry, including her time at Asos and BrandAlley, positioning her well to lead The White Company into a new phase of growth.
Fiona Gaughan’s Impressive Background
Before joining The White Company, Gaughan served as the trading director at BrandAlley, where her keen insights into market trends contributed significantly to brand performance. Prior to that, she held a notable position at Asos, initially joining the online retailer as its womenswear merchandising director in 2014. Her ascent through the ranks culminated in her role as executive vice-president of commercial from 2023 until 2025, further demonstrating her strategic vision in retail.
Starting Her Journey in Fashion
Gaughan’s journey in the fashion world started at Topshop as a merchandiser back in 2003. After honing her skills and gaining invaluable experience, she advanced to the position of head of merchandising from 2012 until 2014. These foundational years equipped her with a profound understanding of the retail landscape, which she will undoubtedly leverage in her new role.
Recent Changes at The White Company
This strategic appointment aligns with several recent shifts within The White Company, which has also welcomed Christine Kasoulis as the interim home director. In July, the brand further strengthened its leadership team by appointing Eden Keane as the chief creative and innovation officer. Earlier in March, Alan Martin was named chief financial officer, underscoring the company’s commitment to innovative and effective management.
The White Company continues to evolve, integrating new talent and perspectives to fortify its position in the competitive retail space. Gaughan’s extensive background in e-commerce and merchandising signifies a promising direction for the brand as it aims to enhance its market presence and customer engagement.
Conclusion
The appointment of Fiona Gaughan as chief commercial officer marks a significant step for The White Company, reflecting its strategy to attract seasoned professionals from prominent retail sectors. With a robust leadership team in place, the brand is poised for success as it navigates the ever-changing landscape of home and fashion retail.
