Laura Ashley’s strategic move

High street retailer Laura Ashley has appointed Nikki Hillier, previously a senior account director at Davies Baron, as creative director for the chain.

Hillier’s appointment reflects Laura Ashley’s move to promote a single corporate image globally. “If you look at last season’s mail- order catalogues for our various markets, they look as if they came from different companies,” says the retailer’s group director of marketing Patricia Manning. “Nikki will ensure that there is one global look.”

Hillier, who replaces Joan Drost in the post, will not be responsible for interiors.

Manning adds that Hillier was appointed because of “her experience in managing creatives, rather than being a creative herself. She has a strategic strength, which is what I was looking for”.