Debenhams Names Amazon Fashion’s Sergio Bucher as New Chief

Amazon Fashion Photography Studio Photocall With Suki Waterhouse And Sergio Bucher

Sergio Bucher

Photographer: David M. Benett/Dave Benett/Getty Images for Amazon Fashion
  • Bucher has also worked at Puma, set up Inditex’s lingerie unit
  • Retailer’s shares rise as much as 2.6% on appointment

Debenhams Plc, the struggling U.K. department-store chain, named Amazon.com Inc. fashion executive Sergio Bucher as its new chief executive officer.

Bucher will join in October, replacing Michael Sharp, who announced his departure last autumn and will leave the retailer’s board in June, the company said in a statement Thursday. Bucher spent the last three years at Internet retailer Amazon.com, where he was vice president of Amazon Fashion Europe, and previously worked at sportswear maker Puma. He also led Inditex SA’s creation of the Oysho lingerie brand.

Sergio Bucher
Sergio Bucher
Photographer: Dave Benett/Getty Images for Amazon Fashion

“His background in e-commerce and multichannel retailing is clearly well suited to the immediate challenges facing Debenhams,” wrote John Stevenson and Jonathan Pritchard, analysts at Peel Hunt.

Bucher will need to improve upon the record of his predecessor, who struggled to arrest falling earnings in his five years at the helm. Recruiting from Amazon illustrates the increasing importance of online sales and distribution for British retail chains. Amazon’s fashion unit has grown in recent years, challenging traditional apparel merchants by offering well-known brands like Gap Inc. as well as its own private-label styles.

Debenhams shares rose as much as 2.6 percent and traded 1.4 percent higher at 74.80 pence as of 8:12 a.m. in London. They have fallen 21 percent over the past twelve months, pushing the company’s market value below 1 billion pounds ($1.5 billion). The retailer sells from 253 locations across 27 countries, with about 160 of them in the U.K. Less than one-fifth of its sales are from online, according to its website.

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