Fashion group Monsoon Accessorize has hired Elaine Deste, formerly of O2 Telefonica, as its new FD ahead of a restructure that will see the two brands separate.

The move will affect just over 140 stores which are dual-branded and is part of a wider five-year strategic overhaul initiated by chief executive Paul Allen. The moves will reverse the moves made by former chief executive John Browett whose strategy was to increase the number of dual-branded stores.

Monsoon Accessorize employs 5,500 people across the UK and has more than 300 shops. However, it is anticipated that the restructure may well cause some job losses.
Monsoon was described as having had a “disappointing” performance in recent times, hit by unseasonable weather patterns and high street rivals. By separating the brands, the group hopes to be able to make the marketing for each brand more streamlined and prevent Monsoon’s poorer performance from impacting Accessorize.