Former M&S designer joins East

Former Marks & Spencer designer Yasmin Yusuf was today unveiled as the new chief executive of high street fashion chain East.

Ms Yusuf, who left M&S in October following the launch of its Limited collection, joined East after looking at a number of business options.

She said the chain – set up in 1994 and now made up of 58 shops and concessions – had the potential to be a “major international fashion brand”.

Ms Yusuf added: “I am really excited about this fantastic opportunity. I wanted to join a company with huge growth potential and where I could contribute to every area from the design handwriting to the shop fitouts.”

Her involvement at M&S, where she was creative director of womenswear, lasted three years and saw her credited with helping turn ranges that were perceived by customers as “frumpy” into more fashionable styles. The former Warehouse managing director also had a key role in the launch of the Limited range.

East chairman Clive Pettigrew said: “In ten years we’ve grown East from nothing into a well-known high street fashion store. Yasmin Yusuf has the skill and expertise to take the company to the next level.”

The privately-owned chain, which employs 600 staff, said it achieved double-digit like-for-like sales growth over the autumn and winter period.